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Cover -- Half Title -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Foreword -- Preface -- Acknowledgements -- About the Authors -- 1 Introduction -- What is meant by the term 'marketing plan'? -- Why marketing planning? -- How do marketing plans accommodate the future? -- The benefits of planning -- The marketing planning concept -- The marketing planning process -- The fit with company objectives, structure and planning stages -- Why a handbook of pharmaceutical marketing planning? -- Format of a marketing plan -- Information required -- 2 The External Analysis -- Establishing a customer focus -- Market segmentation -- The market analysis -- Undertaking the environmental analysis -- How to approach the environmental analysis -- Interpreting opportunity and threats -- 3 The Internal Analysis -- The search for competitive advantage -- The product audit -- The company audit -- Interpreting strengths and weaknesses -- 4 The SWOT Analysis -- What is a SWOT analysis? -- Why do you need a SWOT analysis? -- How to build a SWOT analysis -- 5 Product Strategy -- Introduction -- Definition of terms used -- Generating the strategic options -- Selecting a strategy -- 6 Sales Forecasting and Strategy -- Introduction -- Why forecasting is important -- The market forecast -- The product forecast -- Sanity checking the sales forecast -- The quarterly review -- Expenditure forecasting -- Sales forecasting methods - an overview -- 7 Strategy Implementation -- Introduction -- Critical success factors -- Setting marketing objectives -- The tactical plan -- The role of the product manager -- 8 Communications and its Role in Strategy Implementation -- The promotional mix -- Deciding on the creative strategy -- The communications process -- Integrating the other elements in the marketing mix with promotion -- The role of the external agency