Mastering Marketing Management
Опубликовано на портале: 26-04-2007
Изд-во:
Palgrave Macmillan, 2002, 352 с.
Тематический раздел:
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This book is designed for students and potential and practising managers who wish
to know more about the role of marketing in modern organizations. Using examples
from a variety of sectors, the book guides the student through all the major aspects
of marketing management, and illustrates how marketing is much more than promotion
and advertising. Written in a clear, easy to understand style, Mastering Marketing
Management shows that marketing is an holistic and integral part of organisational
activities
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- PART 1: INTRODUCTION
- What is Marketing?
- Understanding the Organisation
- Understanding the Market
- Market Research
- Competition
PART 2: PRODUCT/CUSTOMER VALUE
- Needs and Wants
- Understanding the Product
- Portfolios and Life Cycles
PART 3: PRICE/COST
- Costs
- Value, Quality and Price
PART 4: PROMOTION/COMMUNICATIONS
- Advertising
- Image and Public Relations
PART 5: PLACE/CONVENIENCE
- Distribution Channels
- Understanding the Customer Relations
PART 6: CONCLUSION
- Marketing Plans
Appendix 1 The Major Aspects to Organisational Body Language
Appendix 2 The Quality Gurus
Appendix 3 Icelandair Company Profile (courtesy Icelandair)
Bibliography
Index
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