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The marketing manual

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	The marketing manual/ Michael J. Baker.
作者:	Baker, Michael John.
出版者:	Oxford ;Butterworth Heinemann, : 1998.,
面頁冊數:	1 online resource (viii, 279 p.)
標題:	Marketing - Management. -
電子資源:	http://www.sciencedirect.com/science/book/9780750636520
ISBN:	9780750636520 (electronic bk.)

The marketing manual
Baker, Michael John.

The marketing manual[electronic resource] /Michael J. Baker. - Oxford ;Butterworth Heinemann,1998. - 1 online resource (viii, 279 p.) - Chartered Institute of Marketing/Butterworth-Heinemann marketing series. - CIM professional..

Includes bibliographical references (p. [273]-276) and index.

Strategic marketing planning; Problem solving and decision making; Developing a marketing orientation; Marketing and competitive success; The marketing appreciation; Where do we want to go?; How do I get there?; How will I know when I've arrived?; Appendices; Index.

The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan. The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan. This is not a theory book but a manual that trains the student in the application of key marketing concepts to solving real marketing problems or completing a degree or diploma level project Based on a powerful diagrammatic approach backed by exercises (including matrices, self-tests, checklists) and model answers creating a framework for using the 'tools' of analysis Written by one of the UK's leading marketing academics for his undergraduate and professional students to complete their marketing project course work.

ISBN: 9780750636520 (electronic bk.)Subjects--Topical Terms:

159377
Marketing
--Management.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5415.13 / .B35 1998eb

Dewey Class. No.: 658.8

The marketing manual
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