Marketing management : providing, communicating and delivering value /
Bradley, Frank, 1942-
Marketing management : providing, communicating and delivering value / Frank Bradley. - London : Prentice Hall, 1995. - xxxiv, 990 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Part A. Identify Society and Customer Values -- Chapter 1.Marketing in society -- Chapter 2.Scope of marketing management -- Chapter 3.Analytical methods in marketing -- Chapter 4.Understanding the marketing environment. Part B. Select the Value for Markets, Customers and Competitors -- Chapter 5.Analysis of markets -- Chapter 6.Understanding consumer markets -- Chapter 7.Understanding organizational markets -- Chapter 8.Understanding and analyzing competitors -- Chapter 9.Informing marketing decisions. Part C. Provide Value for Customers -- Chapter 10.Product and service marketing decisions -- Chapter 11.Developing new products and services -- Chapter 12.Brand management decisions -- Chapter 13.Pricing decisions and methods. Part D. Communicate the Value to Customers -- Chapter 14.Marketing communications; advertising and public relations -- Chapter 15.Direct marketing -- Chapter 16.Personal selling. Part E. Deliver the Value to Customers -- Chapter 17.Managing distribution channels -- Chapter 18.Managing market logistics -- Chapter 19.Sales promotion. Part F. Planning, Implementation and Performance in Marketing Management -- Chapter 20.Marketing planning -- Chapter 21.Marketing implementation, performance and control.
A comprehensive examination of all aspects of the management of marketing, this is a mainstream text based on the premise that marketing is a universal management function with strong strategic elements which are operationalized in different ways in different parts of the world.
9780130653437 (pbk) : No price 0130653438
94044927
Marketing--Management
Sales & marketing management
Marketing
658.8 BRA
Marketing management : providing, communicating and delivering value / Frank Bradley. - London : Prentice Hall, 1995. - xxxiv, 990 p. : ill. ; 23 cm.
Includes bibliographical references and index.
Part A. Identify Society and Customer Values -- Chapter 1.Marketing in society -- Chapter 2.Scope of marketing management -- Chapter 3.Analytical methods in marketing -- Chapter 4.Understanding the marketing environment. Part B. Select the Value for Markets, Customers and Competitors -- Chapter 5.Analysis of markets -- Chapter 6.Understanding consumer markets -- Chapter 7.Understanding organizational markets -- Chapter 8.Understanding and analyzing competitors -- Chapter 9.Informing marketing decisions. Part C. Provide Value for Customers -- Chapter 10.Product and service marketing decisions -- Chapter 11.Developing new products and services -- Chapter 12.Brand management decisions -- Chapter 13.Pricing decisions and methods. Part D. Communicate the Value to Customers -- Chapter 14.Marketing communications; advertising and public relations -- Chapter 15.Direct marketing -- Chapter 16.Personal selling. Part E. Deliver the Value to Customers -- Chapter 17.Managing distribution channels -- Chapter 18.Managing market logistics -- Chapter 19.Sales promotion. Part F. Planning, Implementation and Performance in Marketing Management -- Chapter 20.Marketing planning -- Chapter 21.Marketing implementation, performance and control.
A comprehensive examination of all aspects of the management of marketing, this is a mainstream text based on the premise that marketing is a universal management function with strong strategic elements which are operationalized in different ways in different parts of the world.
9780130653437 (pbk) : No price 0130653438
94044927
Marketing--Management
Sales & marketing management
Marketing
658.8 BRA