Mastering marketing management
著者
書誌事項
Mastering marketing management
（Palgrave master series）
Palgave in association with St. Antony's, 2002
- : pbk
- タイトル別名
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Marketing management
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注記
Includes bibliographical references (p. 326-329) and indexes
内容説明・目次
内容説明
Designed for students, and potential and practising managers, this book examines the management of markets as an holistic activity within modern organisations. Based on the four Ps/Cs of marketing (Product/Customer value; Price/Cost; Promotion/Communications; Place/Convenience) this book takes the reader through all the major aspects of marketing management using practical examples. Written in plain English, Mastering Marketing Management shows that marketing is a feature of the whole organisation and should not be confined to just one department.
目次
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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