Marketing management : a European perspective

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.

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.