Description
Book SynopsisCompanies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer.
Table of ContentsREDISCOVERING THE MARKETING CONCEPT.
The Essence of Marketing: The Customer First, Last, and Always.
Marketing and Strategy: Using Tested Concepts and New Ideas for Marketing Strategy.
The International Challenge: Planting Your Flag Abroad-and Helping It Take Root.
ACHIEVING MARKETING INSIGHT.
Marketing Research and Information: The Search for Customer Insight.
Profiling Markets and Forecasting Sales: The Art and Science Behind the Numbers.
Understanding Buyer Behavior: Customers on the Couch.
Segmentation, Targeting, Positioning: From Mass Marketing to One-to-One with the Customer.
APPLYING MARKETING TECHNIQUES.
Product Development: The Business of Innovation.
Product Management: Birth, Death, and Sometimes Resurrection.
The Nature of Pricing: Making Money and Capturing the Customer.
The Distribution Function: Innovative Guidelines for Profitability.
Promotiom: The Many Faces of Marketing.
Notes.
Glossary.
Resources.
Index.
