Management of Marketing

ISBN-13: 9780750661034 / Angielski / Miękka / 2005 / 424 str.

Geoff Lancaster; Paul Reynolds

Opis

Covers the key topics of the marketing component of an MBA course and provides a balance of theory and application to ensure both aspects of the core concepts are covered. This book is accompanied by student and lecturer web sites providing additional material to enhance the points in the text and to ensure further learning.

Spis treści

Marketing philosophy; Marketing environment; Constituents of Marketing; Buying behaviour; Segmentation, targeting and positioning; Product strategy; Pricing; Channels of Distribution; Logistics; Advertising, Sales Promotion and Public Relations; Selling and Sales Management; Direct Marketing; Customer Relationship Management; Marketing Information and Research; Sales Forecasting; Societal Marketing; International Marketing; Internet Technology and Marketing; Marketing Strategy, Planning and Control.

O autorze

Geoff Lancaster, Paul Reynolds