TY  - BOOK
AU  - Norgan,Susan 
TI  - Marketing management : a European perspective
SN  - 9780201544473
U1  - 658.8 
PY  - 1994///
CY  - Wokingham, England ; , Reading, Mass. : 
PB  - Addison-Wesley
KW  - Marketing -- Management
N1  - Includes index; 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
N2  - 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
ER  -