Год выпуска: 2004 Автор: John L. Fortenberry Jr. Издательство: Страниц: 224 ISBN: 0971741816
Описание
John L. Fortenberry, Jr.'s Marketing Tools for Business Executives serves as an indispensable reference for any business executive seeking guidance in marketing. Written for business executives from the perspective of the marketing professional, Dr. Fortenberry presents a series of thirty essential marketing tools and demonstrates their application in the business environment. The tools presented in this work range from time-tested marketing management classics to new models that will undoubtedly become classics in time. Examples include the Product Life Cycle; the Booz, Allen, & Hamilton New Product Process; Theodore Levitt's Total Product Concept; the Calder & Reagan Brand Design Model; Kevin Lane Keller's Brand Report Card; the Boston Consulting Group's Growth/Share Matrix; Igor Ansoff's Product-Market Expansion Grid; Philip Kotler's Segment-by-Segment Invasion Plan; the Perceptual Map; Everett Rogers' Diffusion of Innovations Model; Michael Porter's Five Forces Model; Leonard...
