The Portable MBA in Marketing
Author: Charles D. Schewe, Alexander Hiam
List Price: $39.95
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ISBN: 0471193674
Publisher: John Wiley & Sons (06 April, 1998)
Sales Rank: 39,032
Average Customer Rating: 4 out of 5
Customer Reviews
Rating: 4 out of 5
A persuasive sell, packed, practical and fast paced.
Just like all the other portable MBA books. This book is packed with pretty useful ideas. It is very focused and so you 'll need to be as well when you read it.
Rating: 4 out of 5
Why did I go to B-school?
This book boils all of the marketing concepts I learned while in B-school(and some I didn't) into an easy read format. The only thing missing is that annoying quant-jock who sat behind my chewing gum the entire semester! If you just want a great introduction to marketing, or are an MBA looking to refresh your understanding of the 4P's, pick-up this book. You won't be disappointed.
Rating: 4 out of 5
Focuses on customer needs, preferences & expectations
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, second edition, is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.
Charles D. Schewe, PhD, is a principal at Lifestage Matrix Marketing and a full professor at the University of Massachusetts at Amherst. He has authored ten books and more than fifty articles on marketing. Alexander Hiam is the author of a dozen books, including Marketing for Dummies, The Vest-Pocket Marketer, and The Entrepreneur's Complete Sourcebook.
Reviewed by Azlan Adnan. Formerly Business Development Manager with KPMG, Azlan Adnan is currently Managing Partner of Azlan & Koh Knowledge and Professional Management Group, an education and management consulting practice based in Kota Kinabalu, Malaysian Borneo. He holds a Master's degree in International Business and Management from the Westminster Business School, London.
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