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" The big book of marketing : "
edited by Anthony G. Bennett.
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BL
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| Record Number
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963783
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| Doc. No
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b718153
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| Title & Author
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The big book of marketing : : lessons and best practices from the world's greatest companies /\ edited by Anthony G. Bennett.
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| Publication Statement
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New York :: McGraw-Hill,, ©2010.
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| Page. NO
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xv, 464 pages :: illustrations ;; 24 cm
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| ISBN
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0071067647
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: 0071621253
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: 9780071067645
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: 9780071621250
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Marketing overview -- Organizational responsibility -- Strategic planning -- Branding -- Marketing research -- Consumer purchasing behavior -- Organizational purchasing behavior -- Marketing communications management -- Sales -- Advertising -- Public relations -- Promotional marketing -- Direct marketing -- Brand ambassadors -- Product management -- Product development -- Product packaging -- Product pricing -- Product quality -- Supply chain management -- Wholesaling -- Warehousing -- Transportation -- Store retailing -- Internet retailing.
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| Abstract
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"The most comprehensive and authoritative guide of its kind, The Big Book of Marketing offers a practical, real-world approach that other marketing books lack." "Marketing experts from 86 of the world's most successful companies weigh in to provide you with expert guidance on all the essentials and best practices critical to developing and managing a world-class marketing campaign." "Nowhere else will you find such a practical approach to so many marketing issues. Whatever business you're in - retail and manufacturing to service and nonprofit - The Big Book of Marketing provides the fundamentals you need to propel your company to the top spot of its industry."--Jacket.
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| Subject
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Marketing, Case studies.
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Marketing
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Marketing, Case studies.
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| Subject
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Marketing.
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| Subject
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Marknadsföring, fallstudier.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.B54 2010
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| NLM classification
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F713.5clc
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QP 600rvk
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| Added Entry
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Bennett, Anthony G.
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