| 000 | 02508nam a22002057a 4500 | ||
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| 999 |
_c4677 _d4677 |
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| 005 | 20190813120806.0 | ||
| 008 | 190813b xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9788126548514 | ||
| 040 | _aS.X.U.K | ||
| 041 | _aEnglish | ||
| 082 | _a658.8 CAP(MAR) | ||
| 100 | _aCapon, Noel | ||
| 245 |
_a(The) Marketing toolkit _cNoel Capon; Siddharth Shekhar Singh |
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| 260 |
_aNew Delhi _bWiley India Pvt. Ltd. _cc2014 |
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| 300 |
_a120 _bP.B |
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| 500 | _aSection I: Marketing and the Firm Chapter 1: Introduction to Managing Marketing Chapter 2: The Value of Customers Section II: Fundamental Insights for Strategic Marketing Chapter 3: Market Insight Chapter 4: Customer Insight Chapter 5: Insight about Competitors, Company, and Complementers Chapter 6: Marketing Research Transition to Strategic Marketing Section III: Strategic Marketing Imperative 1: Determine and Recommend Which Markets to Address Chapter 7: Identifying and Choosing Opportunities Imperative 2: Identify and Target Market Segments Chapter 8: Market Segmentation and Targeting Imperative 3: Set Strategic Direction and Positioning Chapter 9: Market Strategy - Integrating Firm Efforts for Marketing Success Chapter 10: Managing through the Life Cycle Chapter 11: Managing Brands Section IV: Implementing the Market Strategy Imperative 4: Design the Market Offer Part A. Providing Customer Value Chapter 12: Managing the Product Line Chapter 13: Managing Services and Customer Service Chapter 14: Developing New Products Part B. Communicating Customer Value Chapter 15: Integrated Marketing Communications Chapter 16: Mass and Digital Communication Chapter 17: Directing and Managing the Field Sales Effort Part C. Delivering Customer Value Chapter 18: Distribution Decisions Part D. Getting Paid for Customer Value Chapter 19: Critical Underpinnings of Pricing Decisions Chapter 20: Setting Prices Imperative 5: Secure Support from Other Functions Chapter 21: Ensuring the Firm Implements the Market Offer as Planned Imperative 6: Monitor and Control Chapter 22: Monitoring and Controlling Firm Performance and Functioning Section V: Special Marketing Topics Chapter 23: International, Regional, and Global Marketing Chapter 24: Rural Marketing in India Endnotes Answers Glossary Image Credits Index Name Index Company Index Subject Index | ||
| 650 | _aTHE MARKETING TOOLKIT | ||
| 700 |
_4auth. _aSingh, Siddharth Shekhar |
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| 942 | _cMBA | ||