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Description
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.
Table of Contents
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.
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.
Product details
| Published | 29 Jan 2002 |
|---|---|
| Format | Paperback |
| Edition | 1st |
| Extent | 334 |
| ISBN | 9780333948972 |
| Imprint | Red Globe Press |
| Dimensions | Not specified |
| Series | Master Series (Business) |
| Publisher | Bloomsbury Publishing |
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