Marketing : an introductory text
Material type: TextPublication details: Houndmills, England : Macmillan Business, 1995Description: xii, 336 pages : illustrationsISBN: 9780333625873; 0333625870 Subject(s): MarketingDDC classification: 658.8Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books | Main Library Reference | Reference | 658.8 CHR (Browse shelf(Opens below)) | Available | 004743 |
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.
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