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Analyzing Markets, Products, and Marketing Plans
From the American Marketing Association, the world's largest and most comprehensive professional association of marketers, comes the AMA Marketing Toolbox series, a unique source of information, ideas and direction for anyone building an effective marketing program or who is interested in improving current marketing activities. The AMA Marketing Toolbox series will guide you through every critical marketing task and provide the tools you need--model formats, checklists, and boilerplate documents–-to implement those tasks quickly, accurately and effectively into your business. Auditing Marketing, Products and Marketing Plans is Step 1 in the Marketing Toolbox program. You'll learn how to identify your target markets, select the rights products for those markets and then plan how to reach them most effectively. Filled with worksheets, forms and tables for you to complete, Auditing Marketing, Products and Marketing Plans is step- and action-oriented, perfect for beginning marketers, students of marketing, small business owners, and entrepreneurs.
Marketing Research
This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.
AMA Handbook for Successful Selling
Students gain insight from the real-world expertise of a successful sales management trainer and previous top producer at Coca-Cola Co. Short, easy-to-read chapters make mastering sales fundamentals easier. Sample dialogues show each technique in action, while case histories demonstrate the results.
