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Author:   Tom Feltenstein
Publisher:   John Wiley and Sons Ltd
Imprint:   John Wiley & Sons Inc
Dimensions:   Width: 15.90cm , Height: 2.00cm , Length: 23.10cm
Weight:   0.486kg
ISBN:  

9780471575535

ISBN 10:   0471575534
Pages:   272
Publication Date:   17 September 1992
Audience:   Professional and scholarly ,  General/trade ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Stock Indefinitely
Availability:   Out of print, replaced by POD  
We will order this item for you from a manufatured on demand supplier.

Table of Contents

The Marketing Perspective: Don't Leave Home Without It!. Marshmallow Marketing, General Patton, and the Mules. 25 Reasons Why You Need the Right Marketing Plan. Know Thy Customers and Know Them Well. The ATUs of Consumer Habits = The ABCs of Your Business. Know Thyself...and How!. Your Menu: Your Marketing Plan in Action. Know Thy Enemy or Be Dead in the Water. Don't Discard the Past--It Could Be Your Future. Flying the Flag on the Fourth of July and Turning Green on March 17. Demographics: Making the Numbers Turn Into Dollars. Positioning: Thinking in Reverse to Get Into High Gear. What It All Means: Analyzing the Data. Marketing Programs: Where the Fun Really Is. What Do I Pay? What Do I Get?. Do It Right or Forget It. Epilogue. Glossary. Appendices. Index.

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