Marketing Management
2nd Edition
Published in March 1998
Book
Paperback/Softback
456 pages
978-0-07-709291-7 (ISBN)
Description
This updated edition has been given an international flavour, including more European coverage, a new chapter on international planning, and a new case study with specimen answers.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 250 mm
Weight
1024 gr
ISBN-13
978-0-07-709291-7 (9780077092917)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Geoff Lancaster | Lester Massingham
Marketing Management
Book
09/1992
McGraw-Hill Publishing Co.
€28.46
Article exhausted; check for reprint
Content
The development of a strategic approach to marketing; analyzing the environment; appraising resources - strengths and weaknesses; strategic marketing tools; markets and customers; market boundaries and target marketing; product and innovation strategies; pricing strategies; channels of distribution; logistics; sales management; marketing information systems; sales forecasting; implementing strategic marketing - organization and resources; evaluating and controlling strategic marketing; international marketing; analyzing case studies.