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Всего учебных программ в данном разделе: 9

Учебные программы

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все АБВ ГД ЕЖЗИЙК ЛМ НОП РС ТУФХЦЧШЩЭ ЮЯ
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Channel Management [учебная программа]
Опубликовано на портале: 20-10-2003
Cynthia Huffman
This course presents concepts and analytical tools necessary to manage distribution channels. We will view channels both as value delivery systems and as interorganizational systems. The course is organized around three themes: designing a go-to-market approach and channel structure, coordinating the channel participants, and changing channels. Specific topics include going direct vs. indirect, incorporating the Internet into hybrid systems, e-commerce and value integration,, franchising, channel conflict, legal issues regarding channel policies, category management, and efficient consumer response (ECR) initiatives.
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Consumer Analysis [учебная программа]
Опубликовано на портале: 17-10-2003
Marylouise Caldwell
2003
This subject studies the individual in term of the psychological and sociological explanations of behaviour and the role of the marketplace in the socio-political system. Topics of study include attention, perception, motivation, involvement, attitude, decision making and the impact of reference groups and institutions on marketplace behaviour.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию

Consumer Behavior [учебная программа]
Опубликовано на портале: 14-10-2003
John T. Drea
2003
The application of behavior science concepts and methods to the solution of marketing problems and the development of marketing strategies. Psychological and socio-cultural factors are examined in relation to the consumer decision-making process
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Consumer Behavior [учебная программа]
Опубликовано на портале: 22-10-2003
Lars Perner
2003
In this course, we will study how to improve the effectiveness of marketing efforts through a better understanding of the consumer. We will consider issues such as behavioral approaches to segmentation, social influence, the diffusion of innovation, learning, motivation, perception, attitudes, decision processes, and the research needed to understand these issues within the context of the requirements of the firm.
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Consumer Marketing & New Product Innovation [учебная программа]
Опубликовано на портале: 22-10-2003
Margo Poole
2003
In today’s dynamic and fast-moving business world it is vital to be able to maintain competitive advantage through innovation. The study of new product management introduces you to the exciting world of “creative exploration”. The course provides a strategic management approach to product innovation, development and ongoing monitoring from a marketing perspective. This course will provide appropriate theories, models and other tools to facilitate improved decision-making in relation to new product management. Emphasis will be placed on analytical models to integrate the stages of the new product process.
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Contemporary Knowledge-Based Marketing [учебная программа]
Опубликовано на портале: 17-10-2003
Margaret Craig-Lees
2003
Certainly, a key ingredient for successful marketing decisions is knowledge about markets, competitors and customers. For this reason, marketing professionals have traditionally given formal recognition to the value of information and have developed skills to manage and to interpret information from internal and external sources. The primary objective of this course is to explore the central issues surrounding the management of knowledge with a specific focus on marketing related knowledge.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Contemporary Research Methods In Marketing [учебная программа]
Опубликовано на портале: 09-10-2003
Ian F. Wilkinson
2002
The focus of the course is on some of the research methods and issues that are not covered in other courses for research students in marketing and which are reflected in contemporary research in marketing. The aim is critically examine the nature and limits of these different methods in terms the kind of knowledge they can provide and how this relates to the general issues underlying the scientific process. More specifically the aim is to increase students' knowledge, skills, and insights in scientific research methods in marketing with an emphasis on qualitative/interpretive methodologies, social network analysis and complexity. The aim of the course is not to train you to carry out research using such methods, although references to texts and other readings that provide more detail about the methods involved are referred to in the readings provided.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Customer Relationship Management (Crm) [учебная программа]
Опубликовано на портале: 09-10-2003
Agnes Pierre
2002
Customer relationship management (CRM) is at the core of consumer and business-to-business markets. There is an emerging area of research and practical experience arguing that strategies focussing on the design and delivery of customer experiences create superior value and contribute to sustainable customer preferences, in contrast to traditional marketing and service-centric strategies. However, companies can avoid managing these strategies in a systematic way. This course focuses on understanding the strategies that companies in a range of industries can utilise to improve the overall customer experience. The overarching objective of this course is to introduce you to the principles of CRM and the key concepts, tools, and relationship management skills.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл

Customer Relationship Management (CRM) [учебная программа]
Опубликовано на портале: 09-10-2003
Paul Patterson
2002
As markets mature, as global competition becomes the norm rather than the exception, and buyers (consumers and organizational buyers) become more discerning and demanding, firms have realized that retaining key customers can help to insulate themselves from the competition and ensure a continued revenue stream. CRM is neither a project nor a technology. Rather it is a business strategy that aims to understand, anticipate and manage relations with current (and potential) customers and partners. The overarching aim of this course is to introduce you to the principles of CRM as well as key concepts and frameworks, and explore a range of current issues relating to the marketing and management of customer relations.
ресурс содержит гиперссылку на сайт, на котором можно найти дополнительную информацию ресурс содержит прикрепленный файл