Download PDF by Michael Armstrong: A Handbook of Management Techniques: A Comprehensive Guide

By Michael Armstrong

ISBN-10: 0749447664

ISBN-13: 9780749447663

Consultant to trendy thoughts in all fields of administration; perfect better half for pro managers, in addition to a vital reference booklet for company and administration scholars. contains over a hundred systematic and analytical tools used to help in decision-making and to enhance potency and effectiveness.

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Additional resources for A Handbook of Management Techniques: A Comprehensive Guide to Achieving Managerial Excellence and Improved Decision Making

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Decline stage ᔢ Maintain brand in the hope that competitors will withdraw their products. ᔢ Harvest brand, ie maximize profits by reducing costs but keeping up sales pressure. ᔢ Terminate and withdraw the product. BENEFITS The main benefit of product life-cycle analysis is that it forces the company to recognize what is happening to its product in the marketplace over 18 ᔡ Marketing Management time. Forecasts can be made of future trends and the likely impact of competition. The strengths and weaknesses of the company’s product are identified so that the former can be exploited and the latter overcome.

What is the weight of advertising required in each medium from both a communication and a competitive point of view? 4. Buying – using negotiating skill, research backup and ‘muscle’ to negotiate the best terms with the media. 5. Evaluating. There is no simple method of measuring the effectiveness of an advertising campaign except, of course, indirect response where coupons and orders can be counted. In this field, ‘split-run’ tests can be run in certain media where different offers or styles are tested in alternate (A or B) copies and the results can be compared directly.

Self-concept – consumers tend to make purchases that confirm their selfimage so that they can safeguard and boost it. ᔢ Personality – this strongly influences buying behaviour and an aim of buyer behaviour analysis will be to identify what sort of products or services might appeal to different personality types. ᔢ Perception – the analysis that identifies the meanings that buyers attach to stimuli, how they distinguish between products and services, and how these satisfy their needs. ᔢ Attitudes – the set of perceptions that an individual has, leading to beliefs that a buyer might have regarding a possible purchase.

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A Handbook of Management Techniques: A Comprehensive Guide to Achieving Managerial Excellence and Improved Decision Making by Michael Armstrong


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