This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
Part 1: The Marketing Concept A Strategic Perspective for the 1980s
1.
The Many Faces of Marketing
2. Marketing Integration
3. How to Vector Markets
4. Successful Acquisitions A Marketing Approach Part 2: Marketing Within
Its Management Development Context
5. How to Prepare for the Top A
Marketing Perspective
6. The What and How of Creativity
7. The Behavioural
Sciences A Basis for Effective Marketing Part 3: Tools of Marketing A
Creative Approach
8. Market Share: Deception or Diagnosis
9. Back to First
Principles on Sales Aids
10. Improving the Productivity of the Sales Force
11. Advertising Objectives
12. The Application of the Business Porfolio
Concept to Marketing Decisions Part 4: Marketing Service Industries
13.
Transport Needs Marketing
14. Banks and the Marketing Concept
15. Insurance,
Too, Needs Marketing Part 5: Case Studies
16. Case Studies.
Multivolume collection by leading authors in the field
