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Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century (Library of Executive Excellence)

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Author(s): Norton Paley
Edition: 1
Publisher: CRC
Year: 2000

Language: English
Pages: 248

Front Cover......Page 1
Preface......Page 6
The Author......Page 10
Table of Contents......Page 12
1. The Marketing-Driven Company in the Internet Age......Page 18
2. The World of Markets......Page 40
3. Marketing Strategy for the 21st Century......Page 60
4. Market Intelligence: The Cornerstone of Marketing Strategy......Page 80
5. Products: The Lifeline to Survival and Growth......Page 102
6. Customer Relationship Management: Integrating Customer-Driven Marketing with the Internet Age......Page 136
7. Supply Chain Management: A New Era in Logistics and Distribution......Page 160
8. Marketing Communications: Your Link to the Outside World......Page 176
9. The Strategic Marketing Plan: How to Develop Business-Building Strategies and Action Plans......Page 202
10. Wrap-Up......Page 232
Index......Page 238