gogo
Amazon cover image
Image from Amazon.com

Marketing : an introductory text / Martin Christopher and Malcolm McDonald.

By: Contributor(s): Material type: TextTextPublication details: Basingstoke : Macmillan Business, 1995.Description: xiii, 336 p. : ill. ; 24 cmISBN:
  • 9780333625866 (cased) :
  • 9780333625873 (pbk) :
  • 0333625870 (pbk)
Subject(s): DDC classification:
  • 658.8 CHR
Contents:
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.
Summary: 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.
Holdings
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.

Powered by Koha