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| MANAGEMENT OF MARKETING
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 To order this title, and for more information, click here
By
Geoff Lancaster, Chairman of Durham Associates Group, Castle Eden and Management Development Centre
Paul Reynolds, Senior Lecturer in Marketing, University of Huddersfield.
Description
The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure
that the basic concepts are easily identifiable and accessible. Students on MBA courses often do not have time to read a long text as
they are studying many subjects, therefore they require a good, basic guide pitched at the appropriate level to be able to be absorbed
quickly but still provide enough of a strategic element to stretch them.
Written by a successful author team, Management of Marketing
covers the key topics of the marketing component of an MBA course and provides a good balance of theory and application to ensure both
aspects of the core concepts are covered.
Audience
Primary: Students on MBA Courses
Secondary: Practitioners requiring a good introduction to the subject with an academic flavour, without
having to wade through too much information to grasp the basics.
Contents
Marketing philosophy; Marketing environment; Constituents of Marketing; Buying behaviour; Segmentation, targeting and positioning; Product
strategy; Pricing; Channels of Distribution; Logistics; Advertising, Sales Promotion and Public Relations; Selling and Sales Management;
Direct Marketing; Customer Relationship Management; Marketing Information and Research; Sales Forecasting; Societal Marketing; International
Marketing; Internet Technology and Marketing; Marketing Strategy, Planning and Control.
| Bibliographic details |
Paperback, 304 pages, publication date: JUN-2005
ISBN-13: 978-0-7506-6103-4
ISBN-10: 0-7506-6103-8
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 34.95
GBP 22.99
USD 35.95
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Last update: 27 Sep 2008
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