Marketing : an introductory text /
Christopher, Martin.
Marketing : an introductory text / Martin Christopher and Malcolm McDonald. - Basingstoke : Macmillan Business, 1995. - xiii, 336 p. : ill. ; 24 cm.
Includes bibliographical references and index.
1.Introduction: marketing's role in the organisation -- 2.Managing marketing -- 3.Relationship marketing -- 4.Buyer behaviour -- 5.Market segmentaiton -- 6.Scanning the environment -- 7.Competitive analysis and stragegy -- 8.The marketing audit -- 9.Product management -- 10.Product strategy -- 11.Branding -- 12.Pricing strategy -- 13.Communications strategy -- 14.Sales force strategy -- 15.Managing the sales force -- 16.Marketing channel strategy -- 17.Distribution and logistics strategy -- 18.Customer retention strategies -- 19.Customer service strategy -- 20.Marketing planning -- 21.Organisation and control of marketing.
Examines the role that marketing plays in guiding corporate strategy in the process of binding the customer to the organization. This text looks at the marketing assets of a business, from corporate-image brand names, sales and distribution networks to supplier and customer relations.
9780333625866 (cased) : £40.00 9780333625873 (pbk) : £12.99 0333625870 (pbk)
Marketing.
Sales & marketing
658.8 CHR
Marketing : an introductory text / Martin Christopher and Malcolm McDonald. - Basingstoke : Macmillan Business, 1995. - xiii, 336 p. : ill. ; 24 cm.
Includes bibliographical references and index.
1.Introduction: marketing's role in the organisation -- 2.Managing marketing -- 3.Relationship marketing -- 4.Buyer behaviour -- 5.Market segmentaiton -- 6.Scanning the environment -- 7.Competitive analysis and stragegy -- 8.The marketing audit -- 9.Product management -- 10.Product strategy -- 11.Branding -- 12.Pricing strategy -- 13.Communications strategy -- 14.Sales force strategy -- 15.Managing the sales force -- 16.Marketing channel strategy -- 17.Distribution and logistics strategy -- 18.Customer retention strategies -- 19.Customer service strategy -- 20.Marketing planning -- 21.Organisation and control of marketing.
Examines the role that marketing plays in guiding corporate strategy in the process of binding the customer to the organization. This text looks at the marketing assets of a business, from corporate-image brand names, sales and distribution networks to supplier and customer relations.
9780333625866 (cased) : £40.00 9780333625873 (pbk) : £12.99 0333625870 (pbk)
Marketing.
Sales & marketing
658.8 CHR