This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Recenzijos
Every teacher of marketing should read this book Quarterly Review of Marketing
Very comprehensive and engaging Morris Holbrook, Columbia University
Part 1: Marketing and Marketing Planning
1. The Nature of Marketing
2.
Corporate Strategy and Marketing
3. The Planning Process and Strategy
Formulation Part 2: Buyers, Markets and Competition
4. Images of
Buyers/Consumers and What Influences Them
5. Understanding the Buyer/Consumer
6. Markets, Segmentation and Positioning
7. Competitive (rival-oriented)
Strategies Part 3: Marketing Intelligence
8. Information, Marketing Research
and the Marketing Manager Part 4: Marketing Mix Elements
9. Product
Management: Needs, Policies, and Strategies
10. New Product Development
11.
Advertising, Sales Promotion, Publicity and Corporate Communications Their
Roles and How They Work to Persuade
12. Developing An Advertising Strategy
13. Sales Management
14. Pricing Role, Objectives, Factors, Strategies
15.
Distribution Strategy and Channel Management Part 5: Implementation and
Organization
16. Strategies for Change
17. Organization, Strategy and
Marketing.
John O'Shaughnessy
