MARC Record from marc_columbia

LEADER: 03212fam a2200397 a 4500
001 2134627
005 20220615212520.0
008 970923t19981998nyu b 001 0 eng
010 $a 97038520
020 $a0471193674 (cloth : alk. paper)
035 $a(OCoLC)37695039
035 $a(OCoLC)ocm37695039
035 $9ANH7912CU
035 $a(NNC)2134627
035 $a2134627
040 $aDLC$cDLC$dDLC$dOrLoB-B
050 00 $aHF5415.13$b.H47 1998
082 00 $a658.8$221
100 1 $aSchewe, Charles D.,$d1942-$0http://id.loc.gov/authorities/names/n79047578
245 14 $aThe portable MBA in marketing /$cCharles D. Schewe, Alexander Watson Hiam.
250 $a2nd ed.
260 $aNew York :$bJ. Wiley,$c[1998], ©1998.
300 $axiii, 497 pages ;$c26 cm.
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
490 1 $aThe portable MBA series
500 $aRev. ed. of: The portable MBA in marketing / Alexander Hiam. c1992.
504 $aIncludes bibliographical references (p. 475-477) and index.
505 20 $g1.$tThe Essence of Marketing: The Customer First, Last, and Always --$g2.$tMarketing and Strategy: Using Tested Concepts and New Ideas for Marketing Strategy --$g3.$tThe International Challenge: Planting Your Flag Abroad - and Helping It Take Root --$g4.$tMarketing Research and Information: The Search for Customer Insight --$g5.$tProfiling Markets and Forecasting Sales: The Art and Science behind the Numbers --$g6.$tUnderstanding Buyer Behavior: Customers on the Couch --$g7.$tSegmentation, Targeting, Positioning: From Mass Marketing to One-to-One with the Customer --$g8.$tProduct Development: The Business of Innovation --$g9.$tProduct Management: Birth, Death, and Sometimes Resurrection --$g10.$tThe Nature of Pricing: Making Money and Capturing the Customer --$g11.$tThe Distribution Function: Innovative Guidelines for Profitability --$g12.$tPromotion: The Many Faces of Marketing.
520 $aThis tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers.
520 8 $aIt focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.
520 8 $aThe Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including new negotiation skills for salespeople; current marketing strategies; innovative approaches to qualitative research that deepen your understanding of your customers; and hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet.
650 0 $aMarketing$xManagement.$0http://id.loc.gov/authorities/subjects/sh85081339
700 12 $aHiam, Alexander.$tPortable MBA in marketing.
830 0 $aPortable MBA series.$0http://id.loc.gov/authorities/names/n92061579
852 00 $boff,bus$hHF5415.13$i.H47 1998