000			01598nam a2200181 a 4500
020			_a9780201544473
020			_a0201544474
082			_a658.8 _bNOR
100			_aNorgan,Susan
245			_aMarketing management : a European perspective
260			_aWokingham, England ; _aReading, Mass. : _bAddison-Wesley, _c©1994.
300			_axviii, 622 pages : _billustrations ;
500			_aIncludes index
505			_aPart 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			_aIntroduces 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			_aMarketing -- Management.
942			_cREF
999			_c35615 _d35615