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catalog alternative "Marketing manager's handbook.".
catalog contributor b8147653.
catalog contributor b8147654.
catalog contributor b8147655.
catalog created "1994.".
catalog date "1994".
catalog date "1994.".
catalog dateCopyrighted "1994.".
catalog description "Attack on many fronts: business communications / Frances B. Emerson -- Imagery and symbolism / Sidney J. Levy, Ira O. Glick -- Setting promotional marketing objectives / Joseph P. Flanagan -- Developing advertising message strategy / S. Watson Dunn, Arnold M. Barban, Dean M. Krugman, Leonard N. Reid --Contemporary advertising media planning / Jack Z. Sissors, James Surmanek -- Public relations / Harold A. Bergen -- Direct marketing: modelling customer-marketer relationships in integrative marketing communications / Arch G. Woodside -- Advertising to the "other" culture: women's use of language and language's use of women / Barbara B. Stern -- PART NINE: GLOBAL MARKETING: International marketing concepts / Illka A. Ronkainen -- Researching global markets / Susan P. Douglas, C. Samuel Craig -- Export marketing / Philip R. Cateora, Linda J. Shea -- International distribution and selling / Gerald S. Albaum, Gordon E. Miracle -- ".
catalog description "Barter and buybacks: doing business the old-fashioned way / Robert E. Weigand -- Unraveling the mystique of export pricing / S. Tamer Cavusgil.".
catalog description "Brand dominance: competitive advantage through customer learning / Gregory S. Carpenter, Kent Nakamoto -- Segmenting the market / Richard S. Still -- Marketing for professionals / Edward W. Wheatley -- Green marketing / George Fisk -- PART FOUR: MARKETING RESEARCH: What is marketing research? / Arnold Corbin, Sol Dutka -- Communication research: continuous measurement instruments / G. David Hughes -- What is qualitative research / Sidney J. Levy -- Statistical and experimental design / Bertram Schoner, Henry H. Rodkin -- Survey methods of data collection for domestic and international marketing research / Naresh K. Malhotra -- Market-based decisions / Vincent Barabba -- Management science and model building / James H. Donnelly, Jr., John M. Ivancevich -- Managerial perspectives on consumer satisfaction, dissatisfaction, and complaining behavior / J. Barry Mason, William O. Bearden -- Advertising research and measurement / Darrell B. Lucas -- ".
catalog description "Database marketing / Robert C. Blattberg, Lynn C. Unglaub -- Sizing markets / Chaim M. Ehrman -- The marketing campaign / Craig S. Rice -- Information technology in marketing and sales / Keith Fletcher, Alan Crawley -- Predicting market responses to style merchandise: sensory panels and sensory segmentation / Russel I. Haley -- Marketing theory and practice / Robert Bartels, Bruce E. Macnab -- PART FIVE: DEVELOPING THE MARKETING PLAN: Market position analysis / Paul E. Green, John L. McMennamin, Shahrzad Amirani -- Developing the organization's marketing mix / William Lazer, M. Bixby Cooper -- The marketing decision / William F. O'Dell, David K. Hardin -- Marketing strategy / Robert A. Lynn -- Fostering ethical marketing decisions / Gene R. Laczniak, Patrick E. Murphy -- Ethics in marketing / James M. Hulbert, Bernd Schmitt -- Government regulation and the marketing manager: developing a perspective / H. Keith Hunt -- ".
catalog description "Getting things done: customer-driven distribution systems / Louis W. Stern, Frederick D. Sturdivant -- Product cannibalism / Roger A. Kerin, Dwight R. Riskey -- Strategic planning in retailing: understanding and responding to a dynamic environment / Joel R. Evans -- Franchising: a marriage of system members / Norman D. Axelrad, Robert E. Weigand -- Yield management: new pricing strategy / James C. Makens -- PART SEVEN: PUTTING THE MARKETING PLAN INTO ACTION FOR BUSINESS PRODUCTS/SERVICES: Marketing to business / Thomas V. Bonoma, Robert A. Garda, Sara M. Roche -- Partnering as a focused market strategy / James C. Anderson, James A. Narus -- Marketing raw materials / H. Robert Dodge -- Research on industrial products and services / Richard M. Hill -- Business-to-business selling and the organizational buying process /Joseph A. Bellizzi -- PART EIGHT: RPOMOTING PRODUCTS AND SERVICES: Customer contacts in an integrated marketing communications environment / Ronald B. Kaatz -- ".
catalog description "Includes bibliographical references and index.".
catalog description "PART ONE: THE SCOPE OF MARKETING: Modern-day marketing: the value-added era and its foundations / Dick Berry -- Marketing systems: implications for market planning / Stanley F. Stasch, Howard L. Gordon -- Implementing the marketing concept: linking quality, marketing, and value / Edward J. Kane, Eugene J. Kelley -- Translating marketing strategy: implemetation as managerial communication / Dennis W. Rook -- PART TWO: ORGANIZING AND STAFFING THE MARKETING FUNCTION: Reward compensation: marketing's role / Michael T. Higgins -- Staffing the marketing function / Donald W. Hendon -- Salesperson performance and job satisfaction / Steven Brown, Thomas W. Leigh, J. Martin Haygood -- PART THREE: ESTABLISHING MARKETING OBJECTIVES/STRATEGIES: Setting marketing objectives / Harper W. Boyd, Jr., Jean-Claude Larreche -- Determining consumer and customer wants and needs / Roger D. Blackwell, David T. Kollat, James F. Engel -- ".
catalog description "Substantive and procedural changes in antitrust law: implications for marketing management / William L. Trombetta -- Managing the market planning process: the search for continuous competitive renewal / Nigel F. Piercy, William D. Giles -- Marketing to nonexistent markets / John K. Ryans, Jr., William L. Shanklin -- Marketing technology and consumer scanning / John C. Totten, Mike Duffy -- Evaluating and controlling marketing performance / Philip Kotler -- PART SIX: PUTTING THE MARKETING PLAN INTO ACTION FOR CONSUMER PRODUCTS/SERVICES: The diffusion of innovations / George R. Frerichs -- Prescriptions for a service quality revolution in America / Leonard L. Berry, A. Parasuraman -- Developing and implementing an effective customer service strategy / Barry Berman -- Social marketing / Karen F.A. Fox -- Strategic pricing / Michael H. Morris, George A. Siragusa -- Pricing / Donald V. Harper, Jack L. Caldwell -- ".
catalog extent "xxii, 1432 p. :".
catalog identifier "0850132037".
catalog issued "1994".
catalog issued "1994.".
catalog language "eng".
catalog publisher "Chicago, IL : Dartnell Corp.,".
catalog subject "658.8 20".
catalog subject "HF5415.13 .D33 1994".
catalog subject "Marketing Handbooks, manuals, etc.".
catalog subject "Marketing Management Handbooks, manuals, etc.".
catalog tableOfContents "Attack on many fronts: business communications / Frances B. Emerson -- Imagery and symbolism / Sidney J. Levy, Ira O. Glick -- Setting promotional marketing objectives / Joseph P. Flanagan -- Developing advertising message strategy / S. Watson Dunn, Arnold M. Barban, Dean M. Krugman, Leonard N. Reid --Contemporary advertising media planning / Jack Z. Sissors, James Surmanek -- Public relations / Harold A. Bergen -- Direct marketing: modelling customer-marketer relationships in integrative marketing communications / Arch G. Woodside -- Advertising to the "other" culture: women's use of language and language's use of women / Barbara B. Stern -- PART NINE: GLOBAL MARKETING: International marketing concepts / Illka A. Ronkainen -- Researching global markets / Susan P. Douglas, C. Samuel Craig -- Export marketing / Philip R. Cateora, Linda J. Shea -- International distribution and selling / Gerald S. Albaum, Gordon E. Miracle -- ".
catalog tableOfContents "Barter and buybacks: doing business the old-fashioned way / Robert E. Weigand -- Unraveling the mystique of export pricing / S. Tamer Cavusgil.".
catalog tableOfContents "Brand dominance: competitive advantage through customer learning / Gregory S. Carpenter, Kent Nakamoto -- Segmenting the market / Richard S. Still -- Marketing for professionals / Edward W. Wheatley -- Green marketing / George Fisk -- PART FOUR: MARKETING RESEARCH: What is marketing research? / Arnold Corbin, Sol Dutka -- Communication research: continuous measurement instruments / G. David Hughes -- What is qualitative research / Sidney J. Levy -- Statistical and experimental design / Bertram Schoner, Henry H. Rodkin -- Survey methods of data collection for domestic and international marketing research / Naresh K. Malhotra -- Market-based decisions / Vincent Barabba -- Management science and model building / James H. Donnelly, Jr., John M. Ivancevich -- Managerial perspectives on consumer satisfaction, dissatisfaction, and complaining behavior / J. Barry Mason, William O. Bearden -- Advertising research and measurement / Darrell B. Lucas -- ".
catalog tableOfContents "Database marketing / Robert C. Blattberg, Lynn C. Unglaub -- Sizing markets / Chaim M. Ehrman -- The marketing campaign / Craig S. Rice -- Information technology in marketing and sales / Keith Fletcher, Alan Crawley -- Predicting market responses to style merchandise: sensory panels and sensory segmentation / Russel I. Haley -- Marketing theory and practice / Robert Bartels, Bruce E. Macnab -- PART FIVE: DEVELOPING THE MARKETING PLAN: Market position analysis / Paul E. Green, John L. McMennamin, Shahrzad Amirani -- Developing the organization's marketing mix / William Lazer, M. Bixby Cooper -- The marketing decision / William F. O'Dell, David K. Hardin -- Marketing strategy / Robert A. Lynn -- Fostering ethical marketing decisions / Gene R. Laczniak, Patrick E. Murphy -- Ethics in marketing / James M. Hulbert, Bernd Schmitt -- Government regulation and the marketing manager: developing a perspective / H. Keith Hunt -- ".
catalog tableOfContents "Getting things done: customer-driven distribution systems / Louis W. Stern, Frederick D. Sturdivant -- Product cannibalism / Roger A. Kerin, Dwight R. Riskey -- Strategic planning in retailing: understanding and responding to a dynamic environment / Joel R. Evans -- Franchising: a marriage of system members / Norman D. Axelrad, Robert E. Weigand -- Yield management: new pricing strategy / James C. Makens -- PART SEVEN: PUTTING THE MARKETING PLAN INTO ACTION FOR BUSINESS PRODUCTS/SERVICES: Marketing to business / Thomas V. Bonoma, Robert A. Garda, Sara M. Roche -- Partnering as a focused market strategy / James C. Anderson, James A. Narus -- Marketing raw materials / H. Robert Dodge -- Research on industrial products and services / Richard M. Hill -- Business-to-business selling and the organizational buying process /Joseph A. Bellizzi -- PART EIGHT: RPOMOTING PRODUCTS AND SERVICES: Customer contacts in an integrated marketing communications environment / Ronald B. Kaatz -- ".
catalog tableOfContents "PART ONE: THE SCOPE OF MARKETING: Modern-day marketing: the value-added era and its foundations / Dick Berry -- Marketing systems: implications for market planning / Stanley F. Stasch, Howard L. Gordon -- Implementing the marketing concept: linking quality, marketing, and value / Edward J. Kane, Eugene J. Kelley -- Translating marketing strategy: implemetation as managerial communication / Dennis W. Rook -- PART TWO: ORGANIZING AND STAFFING THE MARKETING FUNCTION: Reward compensation: marketing's role / Michael T. Higgins -- Staffing the marketing function / Donald W. Hendon -- Salesperson performance and job satisfaction / Steven Brown, Thomas W. Leigh, J. Martin Haygood -- PART THREE: ESTABLISHING MARKETING OBJECTIVES/STRATEGIES: Setting marketing objectives / Harper W. Boyd, Jr., Jean-Claude Larreche -- Determining consumer and customer wants and needs / Roger D. Blackwell, David T. Kollat, James F. Engel -- ".
catalog tableOfContents "Substantive and procedural changes in antitrust law: implications for marketing management / William L. Trombetta -- Managing the market planning process: the search for continuous competitive renewal / Nigel F. Piercy, William D. Giles -- Marketing to nonexistent markets / John K. Ryans, Jr., William L. Shanklin -- Marketing technology and consumer scanning / John C. Totten, Mike Duffy -- Evaluating and controlling marketing performance / Philip Kotler -- PART SIX: PUTTING THE MARKETING PLAN INTO ACTION FOR CONSUMER PRODUCTS/SERVICES: The diffusion of innovations / George R. Frerichs -- Prescriptions for a service quality revolution in America / Leonard L. Berry, A. Parasuraman -- Developing and implementing an effective customer service strategy / Barry Berman -- Social marketing / Karen F.A. Fox -- Strategic pricing / Michael H. Morris, George A. Siragusa -- Pricing / Donald V. Harper, Jack L. Caldwell -- ".
catalog title "Marketing manager's handbook.".
catalog title "The Dartnell marketing manager's handbook / Sidney J. Levy, George R. Frerichs, Howard L. Gordon, editors.".
catalog type "Handbooks, manuals, etc. fast".
catalog type "text".