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Marketing management : providing, communicating and delivering value / Frank Bradley.

By: Material type: TextTextPublication details: London : Prentice Hall, 1995.Description: xxxiv, 990 p. : ill. ; 23 cmISBN:
  • 9780130653437 (pbk) :
  • 0130653438
Subject(s): DDC classification:
  • 658.8 BRA
Contents:
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.
Summary: 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.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 BRA (Browse shelf(Opens below)) 1 Available 103474
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 BRA (Browse shelf(Opens below)) 1 In transit from Selfcheck to TUS: Midlands, Main Library since 12/11/2019 111533

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.

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