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Mastering Marketing Management

Опубликовано на портале: 26-04-2007
Изд-во: Palgrave Macmillan, 2002, 352 с.
Тематический раздел:
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

    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