Description
Takes an operational as opposed to a strategic approach, focusing on practicalities such as analyzing a market and evaluating a direct market campaign or sales force performance. Each chapter offers worked calculations, survey data, or evaluation frameworks, integrating concepts and techniques from statistics, economics, accounting, and behavioral science to assist in the resolution of marketing problems. Annotation c. by Book News, Inc., Portland, Or.
Read More
This book offers the practical step-by-step guidance and information marketing professionals need to do the job effectively.This is a detailed introduction to the practical side of marketing that professionals must deal with every day. Learn how to analyze markets, evaluate direct mail campaigns, and review sales force performance. The book covers customer satisfaction, loyalty and corporate image issues; quality, design, pricing, promotion, media planning, customer care, and the legal aspects of marketing. Worked calculations and sample survey data show the marketing professional how to take advantage of techniques from statistics, economics, accounting and behavioral science.This book will be valuable to all marketing professionals and students.
Read Less