Marketing: An Introductory Text

✍ Scribed by Martin Christopher, Malcolm McDonald (auth.)

• Publisher: Macmillan Education UK
• Year: 1995
• Tongue: English
• Leaves: 342
• Category: Library

✦ Table of Contents

Front Matter....Pages i-xiii
Front Matter....Pages 1-1
Introduction: Marketing’s Role in the Organisation....Pages 3-23
Managing Marketing....Pages 24-39
Relationship Marketing....Pages 40-52
Front Matter....Pages 53-53
Buyer Behaviour....Pages 55-71
Market Segmentation....Pages 72-82
Scanning the Environment....Pages 83-99
Competitive Analysis and Strategy....Pages 100-112
The Marketing Audit....Pages 113-122
Front Matter....Pages 125-125
Product Management....Pages 127-141
Product Strategy....Pages 142-164
Front Matter....Pages 165-165
Branding....Pages 167-182
Pricing Strategy....Pages 183-199
Communications Strategy....Pages 200-214
Front Matter....Pages 215-215
Sales Force Strategy....Pages 217-235
Managing the Sales Force....Pages 236-248
Marketing Channel Strategy....Pages 249-259
Distribution and Logistics Strategy....Pages 260-268
Customer Retention Strategies....Pages 269-280
Customer Service Strategy....Pages 281-290
Front Matter....Pages 291-291
Marketing Planning....Pages 293-311
Front Matter....Pages 291-291
Organisation and Control of Marketing....Pages 312-325
Back Matter....Pages 326-336

✦ Subjects

Marketing