TY  - BOOK
AU  - Christopher, Martin 
AU  - McDonald,  Malcolm 
TI  - Marketing : an introductory text
SN  - 9780333625873
U1  - 658.8 
PY  - 1995///
CY  - Houndmills, England : 
PB  - Macmillan Business, 
KW  - Marketing
N1  - 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
N2  - 	
Examines the role that marketing plays in guiding corporate strategy
ER  -