Marketing

ISBN-13: 9780750643818 / Angielski / Miękka / 2001 / 448 str.

Geoff Lancaster; Paul Reynolds; Paul Reynolds

Opis

A guide to the marketing process, particularly designed for those undertaking a short course or one semester in the subject. The text is based on wide teaching experience and classroom testing over a range of study programmes. The authors seek to present the theory and techniques in balance and include case studies and Web addresses.

Spis treści

Introduction to marketing; The marketing-orientated organisation;The marketing environment; The functions of marketing; Market segmentation, targeting and positioning of marketing; Buyer behaviour; Marketing communications I; Marketing communications II - personal selling; Channels of distribution; Physical distribution management; Pricing; Product policy; Marketing research; Sales forecasting; International marketing; International marketing; Societal marketing; Marketing strategy, planning and control; The use of Internet technology in marketing; Customer care and customer relationship management

O autorze

Geoff Lancaster, Paul Reynolds