Marketing : an introductory text

By: Christopher, MartinContributor(s): McDonald, MalcolmMaterial type: TextTextPublication details: Houndmills, England : Macmillan Business, 1995Description: xii, 336 pages : illustrationsISBN: 9780333625873; 0333625870 Subject(s): MarketingDDC classification: 658.8
Contents:
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
Summary: Examines the role that marketing plays in guiding corporate strategy.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 CHR (Browse shelf(Opens below)) Available 004743
Total holds: 0

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


Examines the role that marketing plays in guiding corporate strategy.

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