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Sommaire : Contents

Part 1. What is Marketing ?
Chapter 1. Setting the Stage : Introduction to Key Marketing Concepts

Part 2. Getting started : The Business of Banking
Chapter 2. Jumping In : The Financial Fundamentals
Chapter 3. The Playing Field : A Changing Environment
Chapter 4. Rules of the Game : Organization, Implementation, and Evaluation
Chapter 5. The Players : Understanding Consumers and the Market
Chapter 6. The Game Plan : The Development of a Situation Analysis
Chapter 7. The Background : Marketing Research and Marketing Information Systems
Part 3. Building the Foundation : Strategic Marketing Planning
Chapter 8. Master Plan : Developing the Strategic Marketing Planning Process
Chapter 9: The Road Map : Setting Goals and Objectives and Identifying Marketing Strategies and Tactics
Chapter 10. Ready, Aim . . . : Segmentation and Positioning Strategies

Part 4. Bulding the House : The Marketing Process
Chapter 11. The Foundation : Process Support and Making the Marketing Process Part of Everyday Thinking
Chapter 12. Keeping Score : Measurement, ROI, and Showing the Worth of Marketing

Part 5. Marketing Mix Strategies
Chapter 13. Who's on Second ? Product Strategy and New Product Development
Chapter 14. How Much ? The Pricing Strategy
Chapter 15. The Ballpark : Distribution Strategy
Chapter 16. Learning from Cracker Jack : Promotion Strategy and Personal Selling

Part 6. “Hitting the streets” : Taking your Marketing to the Market.
Chapter 17. The Announcer : Advertising and Sales Promotion—“Generating Excitement”
Chapter 18. The Promoter : Communications - Creating Buzz and Spreading the Word

Part 7. Other Topics in Bank Marketing
Chapter 19. The Complete Team : The Wholesale Side of Banking

Part 8. All-Star Game : Comprehensive Case Studies
Cases

Part 9. Tool Kit and Supplement Resource Guide

Notes : Réserve – Ask a librarian

Langue : Anglais

Illustration(s) : Tableau(x)

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque