Mendeley出力
＜図書＞
The marketing edge : making strategies work
| 責任表示 | Thomas V. Bonoma |
|---|---|
| データ種別 | 図書 |
| 出版情報 | New York : Free Press London : Collier Macmillan , c1985 |
| 本文言語 | 英語 |
| 大きさ | xiii, 241 p. : ill. ; 25 cm |
| 概要 | In this eminently practical book, Harvard professor Thomas V. Bonoma explains why good marketing strategies do not always get results, and offers managers sound advice about what they can do to make c...rtain that their strategies achieve corporate goals. He opens with a clear analysis of the relationship that exists between marketing strategy and implementation, and shows how an understanding of this relationship can improve performance. Bonoma offers specific, down-to-earth guidelines for managing all four levels of marketing practice within the firm: actions (pricing, distribution, promotion, etc.); programs (coordinating actions to maximize market penetration); systems (formal methods of budgeting, sales reporting, and operations control); and policies (the directives that frame the firm's identity and basic thrust). Throughout, Bonoma skillfully attacks the different problems that marketing managers face and shares his firsthand knowledge of more than twenty-five firms -- including ATandT, Alcan, Frito-Lay, Gillette, Hertz, and Merrill Lynch -- whose managers' experiences uncover the common traps that beset the best-laid plans, as well as pointing a path to good practice.続きを見る |
所蔵情報
| 状態 | 巻次 | 所蔵場所 | 請求記号 | 刷年 | 文庫名称 | 資料番号 | コメント | 予約・取寄 | 複写申込 | 自動書庫 |
|---|---|---|---|---|---|---|---|---|---|---|
|
|
|
中央図 自動書庫 | 675.2/B 64/1 | 1985 |
|
068172185014800 |
|
書誌詳細
| 一般注記 | Bibliography: p. 229-237 Includes index |
|---|---|
| 著者標目 | *Bonoma, Thomas V. |
| 件 名 | LCSH:Marketing |
| 分 類 | LCC:HF5415 DC19:658.8/02 NDC8:675 |
| 書誌ID | 1000477410 |
| ISBN | 0029042003 |
| NCID | BA00914178 |
| 巻冊次 | ISBN:0029042003 |
| 登録日 | 2009.09.14 |
| 更新日 | 2009.09.14 |