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AuthorWilson, Aubrey
TitleThe marketing audit handbook : tools, techniques & checklists to exploit your marketing resources / Aubrey Wilson
Imprint London : Kogan Page, c2002
Descript ix, 294 p. + 1 computer disk (4 3/4 in.)

CONTENT

Marketing strategy and planning -- Product/service range -- The service element in marketing -- Company performance -- Export marketing -- Marketing information: systems and use -- Market size and structure -- Future market -- The salesforce and its management -- Customer care and support staff's role in marketing -- Corss-selling and internal marketing -- The agency system -- Non-personal promotion: methods and media -- The distributive system -- The buying process -- Analysing lost business -- Analysing lost business -- Introducing new products/services -- User industries -- Key customer marketing -- Competitive intelligence -- Psysical distribution and packaging -- Industry contacts -- Pricing -- Images and perceptions -- Quality in marketing -- Non-differentiated products and commodities -- Service businesses -- Product/service financial information


Marketing audits

LOCATIONCALL#STATUS
Sasin Library658.8 W746M 2002CHECK SHELVES
Sasin Library658.8 W746M 2002CHECK SHELVES

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