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Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autor omawia rolę marketingu zintegrowanego w budowie kapitału marki.

Spis treści

PART I. From Marketing Communications to IMC

Chapter 1. The Evolution of IMC
Chapter 2. Brands and Stakeholder Relationships
Chapter 3. IMC Partners and Cross-Functional Organization

PART II. Strategic Foundations of IMC

Chapter 4. The Brand Communication Process
Chapter 5. The Brand Decision Process
Chapter 6. IMC Planning
Chapter 7. Segmenting and Targeting
Chapter 8. IT and Database-Driven Communication

PART III. Creating, Sending, and Receiving Brand Messages

Chapter 9. IMC Message Strategy
Chapter 10. Brand Message Execution
Chapter 11. Media Characteristics
Chapter 12. The Internet and Interactive Media
Chapter 13. Media Planning

PART IV. Marketing Communication Functions

Chapter 14. Advertising: The Awareness Builder
Chapter 15. Public Relations: The Credibility Builder
Chapter 16. Sales Promotion: Intensifying Consideration
Chapter 17. Direct Response and Personal Sales: The Personal Connection
Chapter 18. Events, Sponsorships, and Customer Service: Experiential Contact

PART V. The Big Picture

Chapter 19. Social, Ethical, and Legal Issues
Chapter 20. International Marketing Communication
Chapter 21. Measurement, Evaluation, and Effectiveness

Index
Glossary

Stan

Książka wygląda jak nowa.

O książce

Podręcznik akademicki, przygotowujący do zarządzania marketingiem w skali globalnej.

Spis treści

Pt. 1 Globalization
 
1 Globalization Imperative 1

Pt. 2 Global Marketing Environment 

2 Global Economic Environment 29
3 Financial Environment 59
4 Global Cultural Environment and Buying Behavior 93
5 Political and Legal Environment 132

Pt. 3 Development of Competitive Marketing Strategy
 
6 Global Marketing Research 175
7 Global Segmentation and Positioning 204
8 Global Marketing Strategies 231
9 Global Market-Entry Strategies 264
10 Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces 297

Pt. 4 Global Marketing Strategy Development 

11 Global Product Policy Decisions I: Developing New Products for Global Markets 326
12 Global Product Policy Decisions II: Marketing Products and Services 352
13 Global Pricing 386
14 Communicating with the World Consumer 417
15 Sales Management 452
16 Global Logistics and Distribution 480
17 Export and Import Management 507

Pt. 5 Managing Global Operations 

18 Planning, Organization, and Control of Global Marketing Operations 539
19 Global Marketing and the Internet 562

Cases 587
Web Cases 
Photo Credits 672
Index 673

Stan

Książka wygląda jak nowa. Bez zaznaczeń.

O książce

Jeden z najpopularniejszych amerykańskich podręczników do nauki marketingu. Klarowny język, managerska perspektywa i kompleksowe omówienie działań marketingowych firmy to największe atuty tej książki. Do książki dołączona jest płyta CD oraz zbiór artykułów nt marketingu z prasy biznesowej.

Spis treści

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Focusing Marketing Strategy with Segmentation and Positioning
4. Evaluating Opportunities in the Changing Marketing Environment
5. Demographic Dimensions of Global Consumer Markets
6. Behavioral Dimensions of the Consumer Market
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing's Link with Other Functional Areas
21. Developing Innovative Marketing Plans
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing 

Stan

Niewielkie ślady używania na okładce. Wewnątrz kilka zaznaczeń.

O książce

Lider w kategorii podręczników marketingu międzynarodowego. Do książki dołączono CD z materiałami dodatkowymi.

Spis treści

1 The scope and challenge of international marketing 2
2 The dynamic environment of international trade 26
3 History and geography : the foundations of culture 54
4 Cultural dynamics in assessing global markets 92
5 Culture, management style, and business systems 122
6 The political environment : a critical concern 156
7 The international legal environment : playing by the rules 180
8 Developing a global vision through marketing research 212
9 Emerging markets 244
10 Multinational market regions and market groups 278
11 Global marketing management : planning and organization 310
12 Products and services for consumers 336
13 Products and services for businesses 368
14 International marketing channels 394
15 Exporting and logistics : special issues for business 432
16 Integrated marketing communications and international advertising 466
17 Personal selling and sales management 500
18 Pricing for international markets 526
19 Negotiating with international customers, partners, and regulators 556

Stan

Minimalne ślady używania na okładce. Wewnatrz bez zaznaczeń.

O książce

Tekst na poziomie MBA, będący uzupełnieniem tradycyjnych podręczników marketingu. Spojrzenie na marketing usług z managerskiej perspektywy.

Spis treści

Preface 
About the Authors 

Pt. 1 Understanding Service Products, Consumers, and Markets 1

Ch. 1 Introduction to Services Marketing 3
Ch. 2 Consumer Behavior in Service Encounters 29
Ch. 3 Positioning Services in Competitive Markets 57
Readings 
"Service Theater: An Analytical Framework for Services Marketing" 78
"How We Built a Strong Company in a Weak Industry" 88

Pt. 2 Key Elements of Services Marketing 93

Ch. 4 Creating the Service Product 95
Ch. 5 Designing the Communications Mix for Services 124
Ch. 6 Pricing and Revenue Management 151
Ch. 7 Distributing Services 181
Readings 
"Cultivating Service Brand Equity" 207
"The Strategic Levers of Yield Management" 217

Pt. 3 Managing the Service Delivery Process 229

Ch. 8 Designing and Managing Service Processes 231
Ch. 9 Balancing Demand and Capacity 259
Ch. 10 Planning the Service Environment 285
Ch. 11 Managing People for Service Advantage 309
Readings 
"How to Lead the Customer Experience" 341
"The High Cost of Lost Trust" 343

Pt. 4 Implementing Services Marketing 349

Ch. 12 Managing Relationships and Building Loyalty 351
Ch. 13 Customer Feedback and Service Recovery 381
Ch. 14 Improving Service Quality and Productivity 405
Ch. 15 Organizing for Service Leadership 437
Readings 
"Where Should the Next Marketing Dollar Go?" 462
Why Service Stinks" 466
"Linking Actions to Profits in Strategic Decision Making" 474

Case 1 Sullivan Ford Auto World 486
Case 2 Four Customers in Search of Solutions 491
Case 3 Commerce Bank 492
Case 4 Giordano: International Expansion 505
Case 5 Aussie Pooch Mobile 520
Case 6 Visiting Nurse Associations of America 533
Case 7 Accra Beach Hotel: Block Booking of Capacity during a Peak Period 546
Case 8 Coyote Loco: Evaluating Opportunities for Revenue Management 552
Case 9 Menton Bank 563
Case 10 Vick's Pizza Corporation 572
Case 11 Hilton HHonors Worldwide: Loyalty Wars 575
Case 12 Massachusetts Audubon Society 588
Case 13 The Accellion Service Guarantee 604
Case 14a Innovation at Progressive (A): Pay-As-You-Go Insurance 607
Case 14b Innovation at Progressive (B): Homeowners Insurance 620
Case 14c Innovation at Progressive (C): Auto Repair 625
Case 15 TLContact.com 627

Credits 641
Name Index 643
Subject Index 648