TY  - BOOK
AU  - Bradley,Frank
TI  - Marketing management: providing, communicating and delivering value 
SN  - 9780130653437 (pbk) :
U1  - 658.8 BRA 
PY  - 1995///
CY  - London
PB  - Prentice Hall
KW  - Marketing
KW  - Management
KW  - Sales & marketing management
KW  - thema
N1  - 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
N2  - 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
ER  -