Marketing strategies new approaches, new techniques
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| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Oxford
Pergamon
1995
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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MARC
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| 245 | 1 | 0 | |a Marketing strategies |b new approaches, new techniques |c ed. by Malcolm McDonald |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Oxford |b Pergamon |c 1995 | |
| 300 | |a XIV, 278 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Datensatz im Suchindex
| _version_ | 1819762783003082752 |
|---|---|
| adam_text | I
Contents
i Introduction vii
j Malcolm McDonald
) PART 1: REGENERATING THE BUSINESS
! 1. Screening new products for potential winners 1
| Robert G. Cooper and Elko J. Kleinschmidt
| 2. Technical market research—get customers to collaborate in
developing new products 15
I Antonio S. Lauglaug
I PART 2: THE ROLE OF PRODUCT/SERVICE QUALITY IN
COMMERCIAL SUCCESS
; 3. Successful businesses compete on quality—not costs 25
i Robert Luchs
! 4. Japanese marketing strategies in the United Kingdom 37
j Veronica Wong, John Saunders and Peter Doyle
I PART 3: IDENTIFYING MARKET NEEDS
j 5. Market segmentation for pharmaceuticals 55
! John Lidstone
6. How to define your market segment*. 71
; Keith J. Roberts ¦• ,
PART 4: RELATIONSHIP MARKETING
7. The new marketing—developing long term interactive
relationships 83
Evert Gummesson
8. Getting closer and nicer: partnerships in the supply chain 103
Paul Matthyssens and Christophe Van den Bulte
9. Building a customer oriented organization 119
Frank Cornish
vi Marketing Strategies
PART 5: CHANGES IN CHANNEL STRUCTURE AND POWER SHIFTS
10. Planning for better channel management 125 j
Kenneth G. Hardy and Allan J. Magrath i
11. Marketing to retailers: A battle for distribution? 139
Gary Davies J
PART 6: MARKETING STRATEGIES FOR SERVICE BUSINESSES |
12. Designing a long range marketing strategy for services 153
Christian Gronroos
13. Successful global strategies for service companies 167
Herve Mathe and Cynthia Perras
14. Marketing strategies for leisure services 185
Merlin Stone
15. Quality in services: the softer side is harder (and smarter) 209 :
Sandra Vandermerwe
PART 7: TIME BASED COMPETITION AND SYSTEMS THINKING
16. Competitive superiority through data base marketing 225
Bob Shaw and Merlin Stone
17. Creating customer value by streamlining business processes 255 I
Herman Vantrappen
Index 269 j
j1
|
| any_adam_object | 1 |
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| building | Verbundindex |
| bvnumber | BV010481866 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.2 |
| callnumber-search | HF5415.2 |
| callnumber-sort | HF 45415.2 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)32396631 (DE-599)BVBBV010481866 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-12-23T14:00:16Z |
| institution | BVB |
| isbn | 0080425720 |
| language | English |
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| physical | XIV, 278 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Pergamon |
| record_format | marc |
| spellingShingle | Marketing strategies new approaches, new techniques Marketing - Recherche ram Marketing gtt Marketing ram Marketing Marketing research Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4037589-4 (DE-588)4200055-5 (DE-588)4143413-4 |
| title | Marketing strategies new approaches, new techniques |
| title_auth | Marketing strategies new approaches, new techniques |
| title_exact_search | Marketing strategies new approaches, new techniques |
| title_full | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_fullStr | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_full_unstemmed | Marketing strategies new approaches, new techniques ed. by Malcolm McDonald |
| title_short | Marketing strategies |
| title_sort | marketing strategies new approaches new techniques |
| title_sub | new approaches, new techniques |
| topic | Marketing - Recherche ram Marketing gtt Marketing ram Marketing Marketing research Marketingstrategie (DE-588)4120697-6 gnd Marketing (DE-588)4037589-4 gnd Marketingforschung (DE-588)4200055-5 gnd |
| topic_facet | Marketing - Recherche Marketing Marketing research Marketingstrategie Marketingforschung Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006985000&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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