Marketing management : a European perspective (Record no. 35615)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01598nam a2200181 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780201544473 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0201544474 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | NOR |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Norgan,Susan |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing management : a European perspective |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Wokingham, England ; |
| -- | Reading, Mass. : |
| Name of publisher | Addison-Wesley, |
| Year of publication | ©1994. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xviii, 622 pages : |
| Other physical details | illustrations ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part 1 Strategic marketing management and customer needs: setting the scene - marketing management and a unified Europe; contemporary marketing management; strategic marketing decisions; buyer behaviour; segmentation; marketing research. Part 2 The marketing mix: product positioning and competitive edge; the pricing decision; distribution channels - choices for profit and growth; advertising - creative strategy, execution and media choice; sales promotion - methods, tactics and results; direct marketing - theory and application; selling and sales management. Part 3 Marketing planning and responding to change: the complete marketing plan and budget; portfolio analyais - longer-term strategy and allocation of resources; new product development; impact of developments in technology on traditional marketing methods. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Introduces strategic issues which must be taken into account within marketing management today. The book covers exploration of marketing theory and functions from the point of view of added-value, to bring profits to an organization within qualified targets and control mechanisms. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing -- Management. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 23/06/1997 | Purchased | 2471.25 | 658.8 NOR | 004092 | Reference Books |