TY  - BOOK
AU  - Christopher,Martin
AU  - McDonald,Malcolm
AU  - McDonald,Malcolm
TI  - Marketing: an introductory text 
SN  - 9780333625866 (cased) :
U1  - 658.8 CHR 
PY  - 1995///
CY  - Basingstoke
PB  - Macmillan Business
KW  - Marketing
KW  - Sales & marketing
KW  - thema
N1  - 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
N2  - 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
ER  -