Marketing : an introductory text
Christopher, Martin
Marketing : an introductory text - Houndmills, England : Macmillan Business, 1995. - xii, 336 pages : illustrations ;
Includes index
PART 1: THE ROLE OF MARKETING IN BUSINESS - Introduction - Managing Marketing - Relationship Marketing - PART 2: UNDERSTANDING CUSTOMERS AND MARKETS - Buyer Behaviour - Market Segmentation - Scanning the Environment - Competitive Analysis and Strategy - The Marketing Audit - PART 3: MANAGING THE OFFER - Product Management - Product Strategy - Branding - Pricing Strategy - Communications Strategy - Sales Force Strategy - Managing the Sales Force - Marketing Channel Strategy - Distribution and Logistics Strategy - Customer Retention Strategies - Customer Service Strategy - PART 4: PLANNING AND CONTROL - Marketing Planning - Organisation and Control of Marketing
Examines the role that marketing plays in guiding corporate strategy.
9780333625873 0333625870
Marketing.
658.8 / CHR
Marketing : an introductory text - Houndmills, England : Macmillan Business, 1995. - xii, 336 pages : illustrations ;
Includes index
PART 1: THE ROLE OF MARKETING IN BUSINESS - Introduction - Managing Marketing - Relationship Marketing - PART 2: UNDERSTANDING CUSTOMERS AND MARKETS - Buyer Behaviour - Market Segmentation - Scanning the Environment - Competitive Analysis and Strategy - The Marketing Audit - PART 3: MANAGING THE OFFER - Product Management - Product Strategy - Branding - Pricing Strategy - Communications Strategy - Sales Force Strategy - Managing the Sales Force - Marketing Channel Strategy - Distribution and Logistics Strategy - Customer Retention Strategies - Customer Service Strategy - PART 4: PLANNING AND CONTROL - Marketing Planning - Organisation and Control of Marketing
Examines the role that marketing plays in guiding corporate strategy.
9780333625873 0333625870
Marketing.
658.8 / CHR