Marketing : an introductory text (Record no. 36029)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01232nam a2200193 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780333625873 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0333625870 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | CHR |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Christopher, Martin |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing : an introductory text |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Houndmills, England : |
| Name of publisher | Macmillan Business, |
| Year of publication | 1995. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xii, 336 pages : |
| Other physical details | illustrations ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | <br/>Examines the role that marketing plays in guiding corporate strategy. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | McDonald, Malcolm |
| 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 | 08/10/1998 | Purchased | 1873.75 | 658.8 CHR | 004743 | Reference Books |