Strategic Marketing Management (RLE Marketing) (inbunden)
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Format
Inbunden (Hardback)
Språk
Engelska
Antal sidor
290
Utgivningsdatum
2014-08-22
Förlag
Routledge
Illustrationer
black & white illustrations, black & white tables, figures
Dimensioner
234 x 157 x 20 mm
Vikt
522 g
Antal komponenter
1
Komponenter
52:B&W 6.14 x 9.21in or 234 x 156mm (Royal 8vo) Case Laminate on White w/Gloss Lam
ISBN
9781138792418

Strategic Marketing Management (RLE Marketing)

av Gordon Foxall
Inbunden,  Engelska, 2014-08-22
2486
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This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing mix, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each weapon in the marketing armoury and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
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Övrig information

Multivolume collection by leading authors in the field

Innehållsförteckning

Part One: Marketing in its Corporate Context 1. Marketing: Concept, Function and System 2. Marketing: Strategy, Planning and Organisation 3. Information for Marketing Decisions Part Two: Marketing Mix Management 4. Product Management and Development 5. Marketing Communications 6. Price Strategy 7. Distribution: Channels and Management Part Three: Integrated Marketing 8. Integrated Marketing Management 9. Marketing Control. Index.

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