Marketing management : a European perspective
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Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Main Library Reference | Reference | 658.8 NOR (Browse shelf(Opens below)) | Available | 004092 |
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658.8 MAR Marketing | 658.8 MER Marketing strategy : the challenge of the external environment | 658.8 MOR Professional services marketing | 658.8 NOR Marketing management : a European perspective | 658.8 OLD Marketing Environment 1999-2000 | 658.8 OLD Marketing environment 2007-2008 | 658.8 OXF The Oxford textbook of marketing |
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.
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