Screen LibraryEssentials of marketing management
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| Main Authors: | |
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| Group Author: | |
| Published: |
Routledge,
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| Publisher Address: | London New York |
| Publication Dates: | 2011. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xxv, 524 p.: ill. ; 26 cm. |
| ISBN: |
9780415553469 (hardback) 0415553466 (hardback) 9780415553476 (pbk.) 0415553474 (pbk.) 9780203847206 (ebook) 0203847202 (ebook) |
| Index Number: | F713 |
| CLC: | F713.5 |
| Call Number: | F713.5/L244-1 |
| Contents: |
Includes bibliographical references and index. Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing. |