Marketing : an introductory text / Martin Christopher and Malcolm McDonald.
Material type: TextPublication details: Basingstoke : Macmillan Business, 1995.Description: xiii, 336 p. : ill. ; 24 cmISBN:- 9780333625866 (cased) :
- 9780333625873 (pbk) :
- 0333625870 (pbk)
- 658.8 CHR
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 CHR (Browse shelf(Opens below)) | 1 | Available | 113842 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 CHR (Browse shelf(Opens below)) | 1 | Available | 113839 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 CHR (Browse shelf(Opens below)) | 1 | Available | 113840 | ||
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 CHR (Browse shelf(Opens below)) | 1 | Available | 113843 |
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.