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Books in Administration and marketing

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31-35 of 35 results in All results

Market Segmentation

  • 1st Edition
  • September 18, 2004
  • Malcolm McDonald + 1 more
  • English
  • Paperback
    9 7 8 - 0 - 7 5 0 6 - 5 9 8 1 - 9
  • eBook
    9 7 8 - 0 - 0 8 - 0 4 7 9 1 9 - 4
* McDonald and Dunbar are the leading author team in this area* Segmentation and marketing mapping are core areas of the marketing syllabus, and there is much that is new as a result of the new segmentation possibilities from e-marketing and e-business* The book has a textbook feel, which highlights the diagrams and market maps (key elements of the book)This is a key book, in a vital area. The Butterworth-Heinemann edition of what was previously published by MacMillian, is a thoroughly revised and updated version.

Elsevier's Dictionary of Advertising

  • 1st Edition
  • September 13, 2002
  • S.G. Manoilova + 1 more
  • English
  • Hardback
    9 7 8 - 0 - 4 4 4 - 5 0 6 9 1 - 7
The dynamic business of advertising is quite fascinating as it encompasses an eclectic diversity of fields and activities. Spanning from matters of budgeting, discounts and commissions to creativity, the art of words and images, it communicates to consumers a viable, marketable message. To cover such a diverse spectrum, this dictionary provides the users with terminology from the various spheres that interact to form the ever-expanding vocabulary of modern advertising: marketing and market research, creativity (graphic design, text writing and concept development, photography and film-making basics), media, prepress and typography. This dictionary will be of good use to students of advertising, advertising professionals (account executives, graphic designers, copywriters, media planners etc.), as well as to a wide range of business people.

Key Customers

  • 1st Edition
  • July 4, 2000
  • Malcolm McDonald + 2 more
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 5 0 9 7 2 - 3
Developing successful business-to-business relationships with more powerful customers in highly competitive markets requires processes and skills that go beyond traditional selling activity. The very best state-of-the-art strategies are set out clearly in this book in a practical way that can be implemented in all organizations.In particular 'Key Customers' looks at:* why has key account management become so critical to commercial success?* what are the key challenges and how do successful companies respond?* why is it vital to understand the role of key account management in strategic planning?* do you know what strategy your customer has for your company?By addressing these key questions McDonald, Rogers and Woodburn draw out the business issues that really matter - from developing a customer classification system that really works, analysing the needs of key accounts, developing the skills of key account managers to how systems for implementing key account plans can be developed. Throughout the book the emphasis is on clarifying and articulating the key concepts to give the reader the tools to apply in the marketplace. The 'real world' approach is based on best practice from leading companies globally and the latest research from the renowned Cranfield School of Management.'Key Customers' comes from authors with an international reputation in this field and is an essential guide to customer management for marketing and sales executives, and all senior management with strategic responsibility. The clear and authoritative approach also makes it an outstanding text for the serious MBA and executive student.

Marketing Plans

  • 4th Edition
  • May 5, 1999
  • Malcolm McDonald
  • English
  • eBook
    9 7 8 - 0 - 0 8 - 0 5 6 9 5 6 - 7
At last marketing managers and business executives concerned with profitability and sustained growth of their organisation have at their fingertips a practical guide which tells them how to prepare and use a marketing plan.In this new edition of Marketing Plans, one of the world's leading marketing educators has greatly expanded his book to include the key recent developments in marketing techniques and a range of practical marketing tools. In Marketing Plans, the whole process of marketing planning - from initial assessment of a company's business plan to the steps necessary to ensure a company achieves its profit targets - is fully explained. There is an additional section which provides a step-by-step 'this is how you do it' guide to devising your own marketing plan, combining the very best of current practice with the necessary theoretical background. Marketers, executives and students studying for CIM and CAM exams will find the application of basic marketing principles to sound business practice invaluable. For tutors, there is a comprehensive resource pack containing OHP masters, chapter-by-chapter tutor notes, examples of real marketing plans, case studies for classroom use and interactive exercises on floppy disks.

Cases in Marketing Financial Services

  • 1st Edition
  • March 11, 1993
  • Christine Ennew + 2 more
  • English
  • eBook
    9 7 8 - 1 - 4 8 3 1 - 0 5 7 7 - 2
Cases in Marketing Financial Services presents several cases from different countries relating to the marketing of financial service. The book tackles both strategic and tactical marketing issues, and then covers a wide range of institutions and markets. The text will be of great use to professionals in the financial service industry.

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Administration

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Public administration

Sales and marketing