附註:Includes bibliographical references and index.
Preface -- The marketing audit -- How to use the checklists -- 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 -- Cross-selling and internal marketing -- The agency system -- Non-personal promotion: methods and media -- The distributive system -- The buying process -- Analysing lost business -- Introducing new products/services -- User industries -- Key customer marketing -- Competitive intelligence -- Physical distribution and packaging -- Industry contacts -- Pricing -- Images and perceptions -- Quality in marketing -- Non-differentiated products and commodities -- Service businesses -- Product/service financial information -- Conclusion -- Index.
摘要:This book offers practical, down-to-earth assistance to all marketing and sales managers. It guides the reader out of long-term, formal strategies and jargon to a comprehensive and straightforward analysis of how to get the most from the internal marketing audit.
