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The Marketing Problem Solver: (Wiley Series on Business Strategy)

The Marketing Problem Solver: (Wiley Series on Business Strategy)


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About the Book

Offered in this book are strong, practical guidelines and progressive tools for making sound marketing decisions and preventing and solving tough marketing problems. It presents real-life examples, personal experiences, quotes, vignettes and situations to illustrate key points. The book provides strategic and tactical concepts, identifies the most common trouble spots and describes how to avoid or solve them, along with the inclusion of a handy check-list, do's and don'ts, guidelines, helpful lists, "quick and dirty" rules and many other useful and easily-accessible advice for decision making. Also featured is a reference for looking up specific topics about major marketing issues.

Table of Contents:
BACKGROUND FOR MAKING MARKETING DECISIONS: Creating a Positive Marketing Climate; Finding the Best Marketers; Knowing and Analyzing the Competition; The Ten Most Colossal Marketing Mistakes; PLANNING AND PRODUCTIVITY: Developing a Strategic Marketing Plan and an Annual Marketing Plan; Enhancing the Bottom Line; THE MARKETPLACE AND MARKETING INTELLIGENCE: Taking a Microscopic View of the Market: Rules of Market Segmentation; Formulating a Good Marketing Intelligence System; Test Marketing: A Mandatory Folklore; A SOUND MARKETING MIX PROGRAM; Winning the Risky but Rewarding Innovation Game; Improving Product-Related Decisions in the Organization: Tennis Balls or Eggs? Enhancing Customer Service: Post-Product Sales are Not an Epitaph but a Beginning; Developing Sound Pricing Strategies: Dollars and Sense; Getting Big Results from Advertising Strategy; Developing and Managing a Sound Sales Force; Encouraging Better Results Through Sales Promotion Techniques; Avoiding the Common Nasty Trade Show Blues: Boondoggles, Bathing Beauties and Managerial Blunders; Exploring and Improving Opportunities for Direct Marketing; Developing Guidelines for Successful Distribution Appendix: Retail Location; Succeeding in a State of Flux; Epilogue; Selected Bibliography; Index.


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Product Details
  • ISBN-13: 9780471813095
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Inc
  • Height: 240 mm
  • Weight: 652 gr
  • ISBN-10: 0471813095
  • Publisher Date: 28 Jan 1987
  • Binding: Hardback
  • Series Title: Wiley Series on Business Strategy
  • Width: 180 mm


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