Marketing management : analysis, planning, implementation, and control
著者
書誌事項
Marketing management : analysis, planning, implementation, and control
（The Prentice-Hall series in marketing）
Prentice-Hall, c1991
7th ed
- : pbk
- タイトル別名
-
Marketing management : analysis, planning, implementation, & control
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
This text focuses on the major decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of an organization and the needs and opportunities of the marketplace. It applies marketing thinking to products and services, consumer and industrial markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and middlemen businesses, and low-tech and high-tech industries. Boxed exhibits in the texts have been classified and colour-coded into four groups - strategies, marketing concepts and tools, marketing environment and trends, and companies and industries. The book also includes material on local marketing, category management, total quality improvement programmes, trade shows, and building a marketing culture. There are statistics and analyses of new trends and developments in the environment, a discussion of strategic marketing, a description of developments in marketing planning, organization, implementation and control. The growing use of computers, telecommunications and other new technologies in improving marketing planning and performance is also covered.
目次
- Understanding marketing management
- analysing marketing opportunities
- researching and selecting target markets
- designing marketing strategies
- planning marketing programs
- organizing, implementing and controlling marketing effort.
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