Título: MARKTG ENGRG HARDCOVR MAIN TXT COMPNT PKG
Autor: Lilien Gary
Sinopse: Table Of I. THE BASICS. 1. Introduction. 2. Tools for Marketing Market Response Models. II. DEVELOPING MARKET STRATEGIES. 3. Segmentation and Targeting. 4. Positioning. 5. Strategic Market Conceptual Framework and Tools. 6. Models for Strategic Marketing Decision Making. III. DEVELOPING MARKETING PROGRAMS. 7. New Product Decisions. 8. Advertising and Communication Decisions. 9. Salesforce and Channel Decisions. 10. Price and Sales * Decisions. IV. CONCLUSIONS. 11. Marketing A Look Back and a Look Ahead. Forewords & Introductions Several forces are transforming the structure and content of the marketing manager's job. As a profession, marketing is evolving. It is no longer based primarily on conceptual content. Marketing resembles design engineering—it consists of putting together data, models, analyses, and computer simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Our purpose in writing this book is to help educate and train a new generation of marketing managers. Several key forces are changing the marketer's Pervasive high-powered personal computers on During the 1980s marketing managers used personal computers mainly for such tasks as composing letters and presentations and doing simple spreadsheet analyses. Today many marketing managers have the equivalent of an early supercomputer on their desks. And that computer is networked to other PCs and to the company's mainframe on a local area network (LAN), and to external computers and databases all over the world through the Internet. This means that a marketing manager can access current data, reports, and expert opinions, and he or she can also combine and process that information in new ways to enhance decisio
Contexto da obra
Quando a classificação é mais ampla, o contexto do livro costuma depender ainda mais de autoria, tema e edição. “MARKTG ENGRG HARDCOVR MAIN TXT COMPNT PKG”, de Lilien Gary, publicado pela editora Addison Wesley, em 1998 e com 350 páginas, integra a categoria Livros Variados. Por isso, autoria, edição e tema acabam tendo ainda mais peso na forma de apresentar o livro.
Editora: Addison Wesley
Páginas: 350
Ano: 1998
Edição:
Linguagem: pt_BR
ISBN: 9780321001948
ISBN13: 9780321001948
Sobre a editora
Os livros da editora Addison Wesley oferecem uma experiência focada em temas de computação, programação e ciências exatas, com textos que equilibram rigor técnico e didática acessível. A leitura costuma ser densa, com explicações detalhadas sobre linguagens de programação, algoritmos, bancos de dados e sistemas distribuídos, frequentemente enriquecida por exemplos práticos e exercícios. O catálogo traz obras que variam entre manuais técnicos aprofundados e textos que exploram fundamentos teóricos, além de guias para desenvolvimento ágil e design de software. O tom é predominantemente informativo e direto, com algumas obras adotando uma abordagem mais formal e outras privilegiando a clareza e a aplicabilidade.
