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Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: a focus on customer service is central - this concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position. In this title, 'Stop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie - issues related to planning, organizing, and leading). 'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It includes chapters on data warehousing, internal and external communications, and website management - coverage lacking in competing texts. 'Customer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems. Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts. End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. This title features excellent summary of chapter concepts.
Market-Oriented Product Innovation differs from most other titles, written either from a marketing or technical perspective, by giving a holistic view of the product innovation process. It has a product perspective, written from a managerial point of view, recognizing that product innovation, or new product development, is a discipline of its own. It is concerned with managing the products (goods and services) through their life cycle, integrating marketing knowledge and technological expertise, with the aim of getting satisfied customers. The book also gives a thorough treatment of the human and cultural aspects of product innovation by focusing on the change processes needed for the development of a market-oriented culture.
The educational environment of the 1990's is characterized by increasing independence for schools in a more competitive climate. This book is intended to be of direct practical help to those involved in ensuring the long-term wellbeing of schools for the benefit of the pupils they educate. Its aim is to provide both an overview of the issues relating to external relations in schools and an insight into the organizational and planning systems that can be applied to dealing with them. In particular it focuses on the overall field of external relations and on its individual facets, ranging from the management of links with the LEA, liaison with parents and issues in primary/secondary school links to school identity and marketing. The book is divided into four integrated parts which examine approaches to the management of external relations, links with the educational environment, links with the community, and external relations. Managing External Relations in Schools places the new challenges arising from the Education Reform Act and LMS into a broad context, which is much wider than the common concept of public relations and marketing. This will enable teachers and school managers to consider more systematically the management needs of the institution's external links. Each of the contributors is an expert in his or own field and has written from the perspective of real challenges and issues facing schools. Ideas on enhancing efficiency and effectiveness in all spheres of external relations underpin the themes in the book.
Discussion of trade barriers has come round - inevitably it seems - to national regimes of regulatory protection. Indeed, state regulation has the potential to undermine the very legitimacy of the global trading system. A compelling reconciliation between these two paramount values is essential. This text has a twofold purpose: to consider what has so far been accomplished in this mission in the field of international economic law, and to prescribe some solutions to continuing problems. This latter endeavour amounts to a coherent and integrated plan that will enhance the acceptability of free markets to governments, traders, and other stakeholders alike. The challenges analysed in depth here include: the development in the global trade regime of non-trade policy objectives, which still tend to be treated as mere exceptions to general obligations; the built-in emphasis on products rather than measures; the novel risks associated with the development of modern technology; the case-by-case approach of WTO jurisprudence, which generally fails to investigate whether the substance of any given domestic regulation is necessary to the policy goals of the state in question; and the "technical and economic feasibility" of complying with international trade obligations. The author conducts his analysis in a broad context encompassing the WTO system, the European Union, and the North American Free Trade Agreement. He finds that the clash, despite the particular institutional characteristics of these various organizations, is a major concern of them all. The jus gentium of international trade, he offers, is an imperative combining the good faith principle with the communitarian duty to cooperate. Exactly how to go about ordering this imperative is what this book is about.
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