A goldmine of tested DM tips and techniques. DM guru Nat Bodian's latest direct marketing tool crams 40 years of experience into a treasure drove of response-driven strategies for racking up sales by mail, phone, and space advertising. Exhaustively indexed to make fast access easy, Direct Marketing Rules of Thumb packs 1,000 priceless time and money saving ideas you need to: prepare, use, and e…
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consid…
""The Marketing Audit Handbook"" offers practical, down-to-earth assistance to all marketing and sales managers. It guides the reader out of long-term, formal strategies and jargon to a comprehensive and straightforward analysis of how to get the most from the internal marketing audit.
Written for the capstone course in marketing or marketing strategy, Marketing Planning and Strategy will help students develop strategic marketing skills essential for todayUs global competition. This text focuses on marketing strategy from the viewpoint of the business unit, and clearly distinguished marketing strategy from marketing management