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658.835


5465. Tác giả chính: Sally Dibb
Nhan đề: The market segmentation workbook : target marketing for marketing managers Find this title in WorldCat.org / Sally Dibb, Lyndon Simkin
Số phân loại : 658.835 S103; Đặc điểm vật lý: xvii, 219 p. : ill. ; 24 cm
     *Tóm tắt : This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively. This workbook explains the key aims behind the segmentation process and shows how to build up a strategy for identifying and targeting segments effectively      .

658.84


5466. Tác giả chính: Martin Evans
Nhan đề: Exploring direct and relationship marketing / Martin Evans; Lisa O'Malley; Maurice Patterson
Số phân loại : 658.84 M109; Đặc điểm vật lý: xxiv, 520 p. : ill. ; 26 cm
     *Tóm tắt : The highly accessible text is divided into 4 Parts: Part 1 explores what direct marketing is and concentrates on the growth and origins of interactive and relational direct marketing Part 2 Analyses and evaluates the sources and use of data within direct and relationship marketing as well as examining the role and nature of conventional and new marketing research methods Part 3 analyses the nature of relationship marketing that the new data-informed marketing brings, to both organisation-customer interaction and organisation-organisation interaction, as well as investigating the recent phenonem of Customer Relationship Marketing (CRM) and Knowledge Management Part 4 explores media and messages for relational interaction, with particular attention paid to the Internet      .

5467. Tác giả chính: Adrian Sargeant


Nhan đề: Direct and interactive marketing / Adrian Sargeant, Douglas C. West
Số phân loại : 658.84 A243; Đặc điểm vật lý: 460Tr : Minh họa ; 25 cm
Tác giả khác: Douglas C. West
     *Tóm tắt : This textbook offers a comprehensive review of the principles of direct, database, and interactive marketing. Designed to accompany undergraduate and post-experience courses in this discipline, the text has been structured to reflect each of the stages that would commonly be encountered in the creation of an interactive marketing plan. It provides a consideration of both customer acquisition and customer development and a detailed examination of the research and analytical techniques employed in making marketing decisions      .

5468. Tác giả chính: Gary P. Schneider


Nhan đề: Electronic Commerce / Gary P. Schneider
Số phân loại : 658.84 G109; Đặc điểm vật lý: 624 p. : 23 cm
     *Tóm tắt : Electronic Commerce, Seventh Edition covers emerging online technologies and trends and their influence on the electronic commerce marketplace. This edition highlights important security issues, such as spam and phishing, their role in organized crime and terrorism, identity theft, and online payment fraud. The pedagogical value of this new edition is enhanced through a fresh 4-color interior, and new and updated material that balances the technological with the strategic aspects of successful e-commerce      .

5469. Tác giả chính: Noel Capon


Nhan đề: Managing global accounts : nine critical factors for a world-class program / Noel Capon, Dave Potter, Fred Schindler
Số phân loại : 658.84 N421; Đặc điểm vật lý: xviii, 268 p. : ill. ; 24 cm
Tác giả khác: Dave Potter; Fred Schindler
     *Tóm tắt : Globalization and global customers -- Critical success factors for managing global accounts -- Establishing the scope of global account program -- Securing senior management commitment -- Nominating and selecting the "right" global accounts -- Designing the line organization for managing global accounts -- Securing effective global account managers -- Developing effective global account plans -- Establishing the supporting organizational infrastructure -- Demonstrating the global account program’s incremental value to the firm and to the global account -- Aligning critical success factors in managing global accounts      .

5470. Tác giả chính: Sharan Jagpal


Nhan đề: Fusion for profit : how marketing and finance can work together to create value / by Sharan Jagpal ; with the assistance of Shireen Jagpal
Số phân loại : 658.84 Sh109; Đặc điểm vật lý: xxviii, 636Tr ; 24 cm
     *Tóm tắt : The corporate world is typically structured in silos. Managers urgently need to overcome this "silo" effect by fusing ideas across different functional areas in the firm. In Fusion for Profit, Sharan Jagpal, a well-known and highly respected multidisciplinary researcher and business consultant, explains in simple language using real-world examples how managers can use sophisticated concepts to fuse different functional areas in the firm, especially marketing and finance, to increase the firm's value. The author provides novel solutions to a wide range of complex business problems ranging from choosing pricing and bundling strategies, to positioning and messaging strategies, to measuring brand equity, to measuring advertising productivity in a mixed media plan including Internet advertising, to compensating a multiproduct sales force, to measuring the potential gains and risks from mergers and acquisitions. These concepts are illustrated using case studies from a variety of firms in different industries, including AT&T, Coca-Cola, Continental Airlines, General Electric, Home Depot, Southwest Airlines, and Verizon      .

5471. Tác giả chính: Michael R. Czinkota


Nhan đề: he export marketing imperative / R. Czinkota, Ilkka A. Ronkainen, Marta Ortiz-Buonafina.
Số phân loại : 658.84 M302R; Đặc điểm vật lý: xiii, 252 p. : ill., map ; 24 cm.
Tác giả khác: Ronkainen, Ilkka A.; Ortiz-Buonafina, Marta.
     *Tóm tắt : Increasing competition and mounting pressure to boost revenues leave limited growth options for some companies, prompting many to turn a hopeful eye toward international markets. A must-read for anyone interested in breaking into global markets, The Export Marketing Imperative walks readers through the entire exporting process - from beginning to end - offering a wealth of information with its comprehensive coverage of all facets of exporting, including pricing, channel management, marketing plans/strategies, financial environments, and more. An essential resource for entry- and mid-level managers involved in marketing and exporting.      .

5472. Tác giả chính: Lois K. Geller


Nhan đề: Response : the complete guide to profitable direct marketing / Lois K. Geller
Số phân loại : 658.84 L428; Đặc điểm vật lý: xxi, 360 tr. : ill. ; 25 cm
     *Tóm tắt : The new Revised Edition of Response offers all marketers, in any size company, a strategy for creating and sustaining a profitable Direct Marketing program--both on- and off-line. Leading the reader through this program of planning, budgeting, forecasting, testing, building lists, choosing suppliers, selling overseas, and developing loyal customers, Geller explains how to create profitable direct mail packages, print ads, television and radio commercials, inbound and outbound telemarketing programs, and more. Plus, she shows how all of these strategies can be applied to Internet direct marketing, including loyalty programs, online catalogs, fulfillment and customer service, and more      .

5473. Tác giả chính: Robert P. Vitale


Nhan đề: Business to business marketing : analysis & practice in a dynamic environment / Robert P. Vitale, Joseph J. Giglierano
Số phân loại : 658.84 R418; Đặc điểm vật lý: xxiii, 534 p. : ill. (some col.) ; 26 cm
     *Tóm tắt : Designed to prepare upper-level undergraduate and graduate business students for work in the exciting field of marketing, this text focuses on the basic principles of business marketing. Enlivened by interesting scenarios involving actual companies, people, and events within the business world, the examples serve to deepen student appreciation for business-to-business marketing while differentiating it from consumer marketing. A variety of real-world examples, based upon the authors' experience as business marketers in Silicon Valley, help to enrich the text      .

5474. Tác giả chính: Michael R. Czinkota


Nhan đề: International marketing / chael R. Czinkota, Ilkka A. Ronkainen
Số phân loại : 658.84 C312; Đặc điểm vật lý: xxvii, 666, [42] p. : col. ill., col. maps ; 28 cm
Tác giả khác: Ilkka A. Ronkainen
     *Tóm tắt : The international marketing imperative, International trade institutions and trade policy, The cultural environment, The economic environment, The international political and legal environment, Building the knowledge base, Exporting, licensing, and franchising...      .

5475. Tác giả chính: Lisa O'Malley


Nhan đề: Exploring direct and cusomter relationship marketing / Lisa O'Malley; Maurice Patterson; Martin Evans
Số phân loại : 658.84 L313; Đặc điểm vật lý: 544 p. ; 26 cm
     *Tóm tắt :      .



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