Organizing and implementing the marketing effort: text and cases
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Reading, Mass. u.a.
Addison-Wesley
1991
|
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002837452&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XIII, 818 S. Ill., graph. Darst. |
| ISBN: | 0201510448 |
Internformat
MARC
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| 100 | 1 | |a Cespedes, Frank V. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Organizing and implementing the marketing effort |b text and cases |c Frank V. Cespedes |
| 264 | 1 | |a Reading, Mass. u.a. |b Addison-Wesley |c 1991 | |
| 300 | |a XIII, 818 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Administração de vendas |2 larpcal | |
| 650 | 7 | |a Estudo de caso |2 larpcal | |
| 650 | 7 | |a Marketing (administração) |2 larpcal | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing |x Management |v Case studies | |
| 650 | 4 | |a Sales management |v Case studies | |
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Datensatz im Suchindex
| _version_ | 1819378045953245184 |
|---|---|
| adam_text | Contents
Preface v
Acknowledgments ix
Overview: Themes, Emphases, and Plan of the Book 1
PART ONE
Strategy and Implementation in Marketing 15
/ Strategy and/vs. Implementation 17
Case 1 Amerisource 25
Case 2 Dorio Printing Company 51
PART TWO
Managing Customer Encounters: Field Marketing
Requirements 71
2 Aspects of Sales Management: An Introduction 73
3 Managing Selling and the Salesperson 86
Case 3 Cooper Phanmaceuticals, Inc. 94
Case 4 Cole National Corporation: Tumover 105
Case 5 Fieldcrest Division of Fieldcrest Mills, Inc.:
Compensation System for Field Sales
Representatives 137
xii Contents
4 Deployment, Focus, and Measuring Effectiveness 160
Case 6 Actmedia, Inc. 168
Case 7 Cox Cable (A) 196
Cased Cox Cable (B) 219
5 Channel Management 233
Case 9 Westinghouse Electric Corporation (A) 249
Case 10 Westinghouse Electric Corporation (B):
Control House 273
Case 11 Alloy Rods Corporation 286
Case 12 Becton Dickinson Company: !
VACUTAINER Systems Division 314 j
6 Managing Major Accounts 338
Case 13 Springs Industries: Apparel Fabrics Division 358
Case 14 Capital Cities/ABC, Inc.: Spot Sales 381
Case 15 MCI Communications Corporation:
National Accounts Program 406
Case 16 MCI.Vnet(A) 432
PART THREE
Managing Marketing Resources:
Organization and Control 453
7 Aspects of Marketing Organization: An Introduction 455
8 Key Interfaces 473
Case 17 Frito Lay, Inc. (A) 481
Case 18 Imperial Distributors, Inc. (A) 505
Case 19 Peripheral Products Company:
The Gray Market for Disk Drives 533
9 Customer Service 560
Case 20 Carolina Power Light Company 569
Case 21 General Electric: Customer Service 598
10 Structure, Systems, and Process 617
Marketing Organization at Leading Industrial
and Consumer Goods Firms 631
Case 22 IBM Marketing Organization (A): ,
Changes in Structure 632 |
Case 23 IBM Marketing Organization (B): Process 655 f
Case 24 Procter Gamble (A) 666 I
Contents xiii
Case 25 Pepsi Cola Fountain Beverage Division:
Marketing Organization 699
Centralization and Decentralization of Marketing Efforts 723
Case 26 Turner Construction Company 724
Case 27 Honeywell, Inc.: International Organization
for Commercial Avionics (A) 745
Getting the Marketing Job Done 773
Case 28 Imperial Distributors, Inc. (B) 774
I Case 29 Pepsi Cola Fountain Beverage Division:
¦ Tea Breeze 788
Case Index 809
Index 811
|
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| id | DE-604.BV004618950 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T08:20:21Z |
| institution | BVB |
| isbn | 0201510448 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002837452 |
| oclc_num | 21292983 |
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| physical | XIII, 818 S. Ill., graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Addison-Wesley |
| record_format | marc |
| spellingShingle | Cespedes, Frank V. Organizing and implementing the marketing effort text and cases Administração de vendas larpcal Estudo de caso larpcal Marketing (administração) larpcal Marketing gtt Marketing Management Case studies Sales management Case studies Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4522595-3 |
| title | Organizing and implementing the marketing effort text and cases |
| title_auth | Organizing and implementing the marketing effort text and cases |
| title_exact_search | Organizing and implementing the marketing effort text and cases |
| title_full | Organizing and implementing the marketing effort text and cases Frank V. Cespedes |
| title_fullStr | Organizing and implementing the marketing effort text and cases Frank V. Cespedes |
| title_full_unstemmed | Organizing and implementing the marketing effort text and cases Frank V. Cespedes |
| title_short | Organizing and implementing the marketing effort |
| title_sort | organizing and implementing the marketing effort text and cases |
| title_sub | text and cases |
| topic | Administração de vendas larpcal Estudo de caso larpcal Marketing (administração) larpcal Marketing gtt Marketing Management Case studies Sales management Case studies Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Administração de vendas Estudo de caso Marketing (administração) Marketing Marketing Management Case studies Sales management Case studies Marketingmanagement Fallstudiensammlung |
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