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Marketing today / Gordon Oliver.

By: Material type: TextTextPublication details: London ; New York : Prentice Hall, 1995.Edition: 4th edDescription: xv, 575 p. : ill. ; 24 cmISBN:
  • 0132030012
Subject(s): DDC classification:
  • 658.8 OLI
Contents:
Chapter 1.the role of marketing -- Chapter 2.consumer psychology -- Chapter 3.social influences on buyer behaviour -- Chapter 4.models of buyer behaviour -- Chapter 5.organisational buying behaviour -- Chapter 6.segmentation and positioning -- Chapter 7.Marketing research -- Chapter 8.sales forecasting and market potential -- Chapter 9.developing marketing strategy -- Chapter 10.competitive strategies -- Chapter 11.marketing planning and implementation -- Chapter 12.product planning -- Chapter 13.planning new and mature products -- Chapter 14.market testing -- Chapter 15.promotion planning -- Chapter 16.advertising objectives and assessment -- Chapter 17.planning advertising and sales promotion -- Chapter 18. salesforce planning -- Chapter 19.salesforce motivation and control -- Chapter 20.channel structure and conduct -- Chapter 21.channel and distribution planning -- Chapter 22.price planning -- Chapter 23.international marketing Joe Penn -- Chapter 24.the broader applicaion of marketing Richard Christy -- Chapter 25.organisating and appraising marketing operations -- Chapter 26.challenges to marketing
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 OLI (Browse shelf(Opens below)) 1 Available 107151

Includes bibliographical references and index.

Chapter 1.the role of marketing -- Chapter 2.consumer psychology -- Chapter 3.social influences on buyer behaviour -- Chapter 4.models of buyer behaviour -- Chapter 5.organisational buying behaviour -- Chapter 6.segmentation and positioning -- Chapter 7.Marketing research -- Chapter 8.sales forecasting and market potential -- Chapter 9.developing marketing strategy -- Chapter 10.competitive strategies -- Chapter 11.marketing planning and implementation -- Chapter 12.product planning -- Chapter 13.planning new and mature products -- Chapter 14.market testing -- Chapter 15.promotion planning -- Chapter 16.advertising objectives and assessment -- Chapter 17.planning advertising and sales promotion -- Chapter 18. salesforce planning -- Chapter 19.salesforce motivation and control -- Chapter 20.channel structure and conduct -- Chapter 21.channel and distribution planning -- Chapter 22.price planning -- Chapter 23.international marketing Joe Penn -- Chapter 24.the broader applicaion of marketing Richard Christy -- Chapter 25.organisating and appraising marketing operations -- Chapter 26.challenges to marketing

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