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Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Dzięsiąte wydanie klasycznego tekstu Philipa Kotlera. Pozycja obowiązkowa dla wszystkich zainteresowanych marketingiem.

Spis treści

Each chapter concludes with a Summary, Applications, and Notes.

I. UNDERSTANDING MARKETING MANAGEMENT.

1. Marketing in the Twenty-first Century.

Marketing Tasks. Marketing Concepts and Tools. Company Orientations Toward the Marketplace. How Business and Marketing are Changing.

2. Building Customer Satisfaction, Value, and Retention.

Defining Customer Value and Satisfaction. The Nature of High- Performance Businesses. Delivering Customer Value and Satisfaction. Attracting and Retaining Customers. Customer Profitability: The Ultimate Test. Implementing Total Quality Management.

3. Winning Markets: Market-Oriented Strategic Planning.

Corporate and Division Strategic Planning. Business Strategic Planning. The Marketing Process. Product Planning: The Nature and Contents of a Marketing Plan. Marketing Planning for the 21st Century.

II. ANALYZING MARKETING OPPORTUNITIES.

4. Gathering Information and Measuring Market Demand.

The Components of a Modern Marketing Information System. Internal Records System. Marketing Intelligence System. Marketing Research System. Marketing Decision Support System. An Overview of Forecasting and Demand Measurement.

5. Scanning the Marketing Environment.

Analyzing Needs and Trends in the Macroenvironment. Identifying and Responding to the MajorMacroenvironment Forces.

6. Analyzing Consumer Markets and Buyer Behavior.

A Model of Consumer Behavior. The Major Factors Influencing Buyer Behavior. The Buying Decision Process. The Stages of the Buying Decision Process.

7. Analyzing Business Markets and Business Buying Behavior.

What is Organizational Buying? Participants in the Business Buying Process. The Purchasing-Procurement Process. Institutional and Government Markets.

8. Dealing with the Competition.

Identifying Competitors. Analyzing Competitors. Designing the Competitive Intelligence System. Designing Competitive Strategies. Balancing Customer and Competitor Orientations.

9. Identifying Market Segments and Selecting Target Markets.

Levels and Patterns of Market Segmentation. Segmenting Consumer and Business Markets. Market Targeting.

III. DEVELOPING MARKETING STRATEGIES.

10. Positioning the Market Offering through the Product Life Cycle.

How to Differentiate. Differentiation Tools. Developing and Communicating a Positioning Strategy. Product Life Cycle Marketing Strategies. Market Evolution.

11. Developing New Products.

Challenges in New Product Development. Effective Organizational Arrangements. Managing the Development Process: Ideas. Managing the Development Process: Concept to Strategy. Managing the Development Process: Development to Commercialization. The Consumer-Adoption Process.

12. Designing Global Market Offerings.

Deciding Whether to go Abroad. Deciding Which Markets to Enter. Deciding How to Enter the Market. Deciding on the Marketing Program. Deciding on the Marketing Organization.

IV. MAKING MARKETING DECISIONS.

13. Managing Product Lines and Brands.

The Product and the Product Mix. Product-Line Decisions. Brand Decisions. Packaging and Labeling.

14. Designing and Managing Services.

The Nature of Services. Marketing Strategies for Service Firms. Managing Product Support Services.

15. Designing Pricing Strategies and Programs.

Setting the Price. Adapting the Price. Initiating and Responding to Price Changes.

V. MANAGING AND DELIVERING MARKETING PROGRAMS.

16. Managing Marketing Channels.

What Work is Performed by Marketing Channels? Channel-Design Decisions. Channel-Management Decisions. Channel Dynamics.

17. Managing Retailing, Wholesaling, and Market Logistics.

Retailing. Wholesaling. Market Logistics.

18. Managing Integrated Marketing Communications.

The Communication Process. Developing Effective Communications. Deciding on the Marketing Communications Mix. Managing and Coordinating Integrated Marketing Communications.

19. Managing Advertising, Sales Promotion, Public Relations.

Developing and Managing an Advertising Program. Deciding on Media and Measuring Effectiveness. Sales Promotion. Public Relations.

20. Managing the Sales Force.

Designing a Sales Force. Managing the Sales Force. Principles of Personal Selling.

21. Managing Direct and Online Marketing.

The Growth and Benefits of Direct Marketing. Customer Databases and Indirect Marketing. Major Channels for Direct Marketing. Marketing in the 21st Century: Electronic Commerce. Public and Ethical Issues in Direct Marketing.

22. Managing the Total Marketing Effort.

Trends in Company Organization. Marketing Organization. Marketing Implementation. Evaluation and Control.

Credits.
Name Index.
Company/Brand Index.
Subject Index.

Stan

Książka wygląda jak nowa.

Brak obwoluty i czyjaś dedykacja na pierwszej stronie. Poza tym książka wygląda jak nowa.

Ładnie wydany i napisany lekkim językiem podręcznik reklamy autorstwa nie byle kogo, bo wieloletnich praktyków w reklamowej branży. Lance był m.in. dyrektorem kreatywnym amerykańskiej telewizji NBC, Woll z kolei pracował w jednej z najbardziej znanych agencji reklamowych na świecie - Ogilvy & Mather. Dziś obaj prowadzą agencję konsultingową dla firm „Mądrość niekonwencjonalna".
Książka-poradnik traktuje temat całkiem serio, choć oprócz objaśnień i porad zawiera mnóstwo niekiedy rubasznych anegdotek do opowiadania dla rozluźnienia atmosfery na służbowych spotkaniach. To jej duża zaleta, bo dzięki temu nie zanudzi także tych, którzy mają już w reklamowanej branży wieloletnie doświadczenie i własne zdanie na temat spraw, którymi się zajmują. Nowicjuszom na menedżerskich stanowiskach w branży reklamowej Lance i Woll dowcipnie podpowiadają, co robić, żeby stworzyć zgrany reklamowy zespół („Bądź generałem, a nie generalną uciążliwością"). A wszystkim co kilka wersów przypominają, że aby docierać z reklamami do ludzi, trzeba cały czas myśleć właśnie o nich i o tym co ich interesuje.

Źródło: Rzeczpospolita

Spis treści

Point of view #1 : marketers and creatives don't speak the same language 1
Point of view #2 : think inside the box 6
Point of view #3 : you can't manage what you don't measure 10

Sect. 1 Know your customer, know your brand 
Sect. 2 What's your objective? 
Sect. 3 Where do you want to go? 
Sect. 4 A great advertising strategy is the hidden gem 
Sect. 5 The creative director - the creative process 
Sect. 6 TV commercials 
Sect. 7 Print advertising 
Sect. 8 The Internet 
Sect. 9 Radio, outdoor, and direct response 
Sect. 10 On the set 
Sect. 11 Bonus

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkunastu stronach.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111

5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

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

Spis treści

Introduction to the History and Science of Psychology

Module 1: The History and Scope of Psychology
Module 2: Research Strategies: How Psychologists Ask and Answer Questions

Neuroscience and Behavior

Module 3 Neural and Hormonal Systems
Module 4 The Brain

The Nature and Nurture of Behavior

Module 5 Genetic Influences on Behavior
Module 6 Environmental Influences on Behavior, and Reflections on Nature and Nurture

The Developing Person

Module 7 Prenatal Development and the Newborn
Module 8 Infancy and Childhood
Module 9 Adolescence
Module 10 Adulthood, and Reflections on Developmental Issues

Sensation and Perception

Module 11 Introduction to Sensation and Perception
Module 12 Vision
Module 13 Hearing
Module 14 Other Senses
Module 15 Perceptual Organization
Module 16 Perceptual Interpretation

States of Consciousness

Module 17 Waking and Sleeping Rhythms
Module 18 Hypnosis
Module 19 Drugs and Consciousness

Learning

Module 20 Classical Conditioning
Module 21 Operant Conditioning
Module 22 Learning by Observation

Memory

Module 23 Introduction to Memory
Module 24 Encoding: Getting Information In
Module 25 Storage: Retaining Information
Module 26: Retrieval: Getting Information Out
Module 27: Forgetting, Memory Construction, and Applying Memory Principles to Your Own Education

Thinking, Language, and Intelligence

Module 28 Thinking
Module 29 Language and Thought
Module 30 Introduction to Intelligence
Module 31 Assessing Intelligence
Module 32 Genetic and Environmental Influences on Intelligence

Motivation and Work

Module 33 Introduction to Motivation
Module 34 Hunger
Module 35 Sexual Motivation
Module 36 Motivation at Work

Emotion

Module 37 Theories of Emotion
Module 38 Experienced and Expressing Emotion

Stress and Health

Module 39 Stress and Illness
Module 40 Promoting Health

Personality

Module 41 Historic Perspectives on Personality: Psychoanalytic
Module 42 Contemporary Research on Personality
Module 43 Contemporary Research on Personality: The Social-Cognitive Perspective
Module 44 Contemporary Research on Personality, the Self and the Modern Unconscious

Psychological Disorders

Module 45 Introduction to Psychological Disorders
Module 46 Anxiety Disorders
Module 47 Dissociative and Personality Disorders
Module 48 Mood Disorders
Module 49 Schizophrenia

Therapy

Module 50 The Psychological Therapies
Module 51 Evaluating Psychotherapies
Module 52 The Biomedical Therapies

Social Psychology

Module 53 Social Thinking
Module 54 Social Influence
Module 55 Social Relations

Stan

Książka wygląda jak nowa.

O książce

Autor światowego bestsellera zabiera nas tym razem na wycieczkę po galerii handlowej. Miejsca, o którym każdy z nas ma swoje zdanie. Książka to błyskotliwe i ironiczne spojrzenie na świat galerii handlowych. Miejsce, w którym nie tylko kupujemy, ale także spędzamy czas wolny, wchodzimy w interakcje społeczne itp. Underhill pokazuje mechanizmy rządzace tym światem.

Spis treści

Prologue
Introduction

1 America Shops
2 You Are Here
3 A Mouse Hole
4 Dude, Where's My Car?
5 Why Malls Fear Freedom
6 I Brake for Meanderthals
7 Nose and Toes
8 Sex and the Mall
9 The Charmin Challenge
10 Status Anxiety and Back Pockets
11 Fun
12 Hands-Free Shopping
13 Pushcarts Rule
14 Mall Cuisine
15 Breakfast at Cartier
16 A Man and His Mall
17 Who Is Your Dad?
18 Malls of the World
19 Where the Girls Are
20 The Mall Touch
21 Short Hills or Seoul?
22 Other Venues
23 Scenes from a Mall
24 The Postmall World

Endcap
Acknowledgments
Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

The Cluetrain Manifesto burst onto the scene in March of 1999 with ninety-five theses nailed up on the Web. Within days, www.cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. Soon, executives across the country were lining up to sign the manifesto. This is the book that delivers on that buzz.

Written by four of the liveliest voices on the Web, The Cluetrain Manifesto illustrates how, through the Internet, people are discovering and inventing new ways to share knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.

The Cluetrain Manifesto gets its name from a veteran executive from a now defunct Fortune 500 firm describing his company's plummet by saying: "The clue train stopped here four times a day for ten years and they never took delivery." In other words, they didn't seize the opportunities that were before them, fell out of touch with their market, and lost to the competition as a result.

The Cluetrain Manifesto takes you deeper into the new order of business than any other book this decade, presenting a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire. Business as usual is gone forever-this is your wake-up call.

Stan

Widoczne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Section One : Operations Strategy and Managing Change

1. Introduction to the Field
2. Operations Strategy and Competitiveness /TN2. Learning Curves
3. Project Management Section Two : Product Design and Process Selection
4. Process Analysis /TN4. Job Design and Work Measurement
5. Product Design and Process Selection : Manufacturing TN5. Facility Layout
6. Product Design and Process Selection : Services /TN6. Waiting Line Management
7. Quality Management /TN7. Process Capability & Statistical Quality Control
8. Operations Consulting and Reengineering Section Three : Supply Chain Design Managerial Briefing 9.E-Ops©
9. Supply Chain Strategy
10. Strategic Capacity Management TN10. Facility Location
11. Just-in-Time and Lean Systems Section Four : Planning and Controlling the Supply Chain Managerial Briefing 12Enterprise Resource Planning Systems
12. Forecasting and Demand Management
13. Aggregate Sales and Operations Planning
14. Inventory Control
15. Material Requirements Planning
16. Operations Scheduling TN16. Simulation
17. Synchronous Manufacturing and Theory of Constraints

SUPPLEMENTS

A Linear Programming with the Excel Solver
B Financial Analysis
C Operations Technology

APPENDICES

A Answers to Selected Problems
B Uniformly Distributed Random Digits
C Normally Distributed Random Digits
D Areas of the Standard Normal Distribution
E Areas of the Cumulative Standard Normal Distribution
F Negative Exponential Distribution: Value of e–X
G Interest Tables