Marketing management for non-marketing managers : improving returns on marketing investments / Heather Fitzpatrick. 6
By: Fitzpatrick, Heather L., 4 0 16 [, author.] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; New York : American Institute of Certified Public Accountants, [2017]46Edition: Description: 1 online resourceContent type: text Media type: computer Carrier type: online resourceISBN: 9781119449355ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Management. Marketing -- -- 20 -- | -- -- -- 20 -- --Genre/Form: Electronic books. -- 2 -- Additional physical formats: Marketing management for non-marketing managers.DDC classification: | 658.8 LOC classification: | HF5415.13 | .F586 2013eb2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Circulation Section | Circulation-Circulating | HF 5415.13 .F45 2017 (Browse shelf) | Available | C-EB025 |
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| HF5387 .S39 2017 Business ethics : an ethical decision-making approach / | HF 5415 .C666 2017 Communications writing and design : the integrated manual for marketing, advertising, and public relations / | HF5415 .S74 2017 Artificial intelligence for marketing : practical applications / | HF 5415.13 .F45 2017 Marketing management for non-marketing managers : improving returns on marketing investments / | HF5415.13 I23 2023 Marketing management / | HF5415.13 .M63 2016 Marketing plans : how to prepare them, how to profit from them / | HF5415.32 H69 2013 Consumer behavior in the 21st century / |
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Includes bibliographical references.
Front Matter -- WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING -- MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING -- BRAND MANAGEMENT FUNDAMENTALS -- EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT -- UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR -- ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS -- PRODUCTS AND SERVICES -- PLACEMENT OR DISTRIBUTION -- PRICING -- PROMOTIONS -- EVALUATING RETURNS ON MARKETING INVESTMENTS -- MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL? -- STAFFING THE MARKETING DEPARTMENT -- MANAGING MEASUREMENT -- CULTIVATING SYSTEMATIC LISTENING -- CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING -- NOW WHAT? -- GLOSSARY -- APPENDIX A: REFERENCES AND RESOURCES
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