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Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Wszystko o CRM.


Spis treści

FIRST PRINCIPLES IN CRM: OVERVIEW.

Putting CRM to Work: The Rise of the Relationship.
The Need for a Market-Intelligent Enterprise (MIE) Sm.
A Case Study on CRM and Mass Customization: Capital One.

STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.

Creating Loyalty: Its Strategic Importance in Your Customer Strategy.
From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.
Customer Acquisition and CRM: A Financial Services Perspective.

STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.

Customer Relationship Management through New Product Development.
Channel Management and Customer Relationship Management.
Embracing the e-Channel.
e-Channel Management: Electronic-Customer Relationship Management.
The Customer-Centric Organization in the Automotive Industry--Focus for the 21st Century.

STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.

The Tools for CRM: The Three Ws of Technology.
Using the Tools: Database Marketing, Data Warehousing and Data Mining.
CRM in the Telecommunication Industry: A Case Study of Swisscom.

ENABLING THE CRM STRATEGY: OVERVIEW.

Implementing CRM: 20 Steps to Success.
Using Catalytic Measures to Improve CRM.
Best Practices in Outsourcing CRM and Lessons Learned.
Learning and Knowledge Management Programs in the Age of CRM.
Implementing CRM: The Need for Performance Alignment.

Conclusion.
Appendix.

Stan

Minimalne ślady używania na okładce. Wewnątrz jedno lub dwa zaznaczenia.

O książce

Tekst dedykowany wszystkim, którzy zajmują się marketingiem w branży turystycznej. hotelarskiej i gastronomicznej. Pełny opisów przypadków przegląd narzędzi i teorii marketingowych, mających szczególne znaczenie w tej dziedzinie. Tekst pomocny przy podejmowaniu decyzji managerskich. Autorzy omawiają takie zagadnienia jak: budowanie satysfakcji klienta, badania zachowań konsumenckich, zarządzanie popytem, zarządzanie kanałami dystrybucji i promocją.

Spis treści

1. Introduction: Marketing For Hospitality And Tourism.
2. Service Characteristics of Hospitality And Tourism
Marketing.
3. The Role of Marketing in Strategic Planning.
4. The Marketing Environment.
5. Marketing Information Systems And Marketing
Research.
6. Consumer Markets and Consumer Buying Behavior.
7. Organizational Buyer Behavior of Group Market.
8. Market Segmentation, Targeting, and Positioning.
9. Designing and Managing Products.
10. Internal Marketing.
11. Building Customer Satisfaction through Quality.
12. Pricing Products: Pricing Considerations,
Approaches, and Strategy.
13. Distribution Channels.
14. Promoting Products: Communication and Promotion
Policy.
15. Promoting Products: Advertising, Direct Marketing,
and Sales Promotion.
16. Promoting Products: Public Relations.
17. Professional Sales.
18. Destination Marketing.
19. Next Year's Marketing Plan.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Autorzy opisują podstawowe zagadnienia z zakresu badań marketingowych, takie jak: projektowanie badania, zbiór danych i ich analiza.

Spis treści

PART ONE: AN INTRODUCTION TO MARKETING RESEARCH.

The Role of Marketing Research in Management Decision Making.
Problem Definition and the Research Process.

PART TWO. CREATING A RESEARCH DESIGN.

Secondary Data and Databases.
Qualitative Research.
Survey Research: The Profound Impact of the Internet.
Primary Data Collection: Observation.
Primary Data Collection: Experimentation.

PART THREE. DATA ACQUISITION.

The Concept of Measurement and Attitude Scales.
Questionnaire Design.
Basic Sampling Issues.
Sample Size Determination.

PART FOUR. DATA ANALYSIS.

Data Processing, Fundamental Data Analysis, and the Statistical Testing of Differences.
Bivariate Correlation and Regression.

PART FIVE. MARKETING RESEARCH IN ACTION.

Communicating the Research Results.
Managing Marketing Research and Research Ethics.
Appendix. Statistical Tables.

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Skrócona wersja najpopularniejszego podręcznika akedemickiego w tej dziedzinie. Do książki dołączona jest płyta CD z materiałami dodatkowymi.

Spis treści

PART I: INTRODUCTION TO FINANCIAL MANAGEMENT.

Chapter 1. An Overview of Financial Management.
Chapter 2. Financial Statements, Cash Flow, and Taxes.
Chapter 3. Analysis of Financial Statements.
Chapter 4. The Financial Environment: Markets, Institutions, and Interest Rates.

PART II: FUNDAMENTAL CONCEPTS IN FINANCIAL MANAGEMENT.

Chapter 5. Risk and Rates of Return.
Chapter 6. Time Value of Money.

PART III: FINANCIAL ASSETS.

Chapter 7. Bonds and their Valuation.
Chapter 8. Stocks and their Valuation.

PART IV: INVESTING IN LONG-TERM ASSETS: CAPITAL BUDGETING.

Chapter 9. The Cost of Capital.
Chapter 10. The Basics of Capital Budgeting.
Chapter 11. Cash Flow Estimation and Risk Analysis.

PART V: CAPITAL STRUCTURE AND DIVIDEND POLICY.

Chapter 12. Capital Structure and Leverage.
Chapter 13. Distributions to Shareholders: Dividends and Share Repurchases.

PART VI: WORKING CAPITAL MANAGEMENT AND MULTINATIONAL FINANCIAL MANAGEMENT.

Chapter 14. Working Capital Management.
Chapter 15. Financial Planning and Forecasting.
Chapter 16. Multinational Financial Management.

Stan

Książka wygląda jak nowa.

O książce

Zbiór opisów przypadków z różnych obszarów PR.

Spis treści

1. The Purpose of Public Relations.

2. How Public Relations Deals with Problems and Opportunities.

3. Employee Relations.

AIDS in the Workplace.
Employee Statisfaction Means Customer Satisfaction.
Sohio's Monster Moving Day.
Motorola's Quest for Quality.
Where Profit Comes First: A New Management Style?

4. Community Relations.

A Continental Community Relations Challenge Toronto Dominion Bank.
Chemical Industry Takes Responsibility for Community.
Medical Service Provides Community Service.
The Struggle for Nuclear Power.
Nuclear Waste Goes Down the Drain.
Volunteer Programs Improve the Quality of Life.

5. Investor Relations.

A Classic: On Wall Street, Inside Information Is Profitable.
A Classic: Nader Takes on General Motors.
A City Divided: SDG&E Takeover.
The Seamless Web: How Relations with Other Publics Affects Investor Relations.

6. Consumer Relations.

The Changing Kingdom of Coors.
The Hamburger Wars.
A Classic: Tylenol Rides it Out and Gains a Legacy.
Putting On a New Face.
Customer Satisfaction: How Wal-Mart and L.L. Bean have Translated it from Buzzword to Behavior.

7. Media Relations.

NASSP: News Media as a Feedback Source.
Alar & PR: Getting to the Core of the Apple Problem.
Nightmare in Newfoundland.
The Lights Go Back On at an Electric Utility.
A Classic: Building Media Relationships that Pay.

8. Public Issues and Concerns, Private Interests and Campaigns.

Values on a Collision Course.
Reproductive Rights and the Abortion Issue.
Take Your Choice--Tobacco or Health.
Guns...For Whom? For What?
The Colossal Effort to Advance Beyond War.
Building Support for the Centerpiece of Democracy.
Free the Texas Shopper!
Mothers Against Drunk Driving--MADD.
Whose Right to Know What?: AIDS and Condoms in Schools.

9. Crisis Management.

Beer and Cookies: Rumor and Reality.
Bhopal and Valdez: Corporate Crises of Epic Proportions.
Building Grassroots Support to Avoid Bankruptcy.
Established Relationships Save a Landmark Company.
Whose Rights Are They?

10. Standards, Ethics, and Values.

Fund-Raising--A Question of Trust.
A Classic: Baby Formula Raises Questions.
Ethics Woven into the Decision-Making Process.
Disarming the Critics and Making Friends.
Breast Implants and Dow Corning: Dealing with the Perception of Deception.
Political Correctness: Is It Just a Polite Way to Restrict Freedom of Speech?
The Mammography Issue: The Effect of a Triggering Event.

11. Career Preparation.

Index.