Marketing in Perspective (RLE Marketing)
1st Edition
Published on 26. November 2015
Book
Paperback/Softback
252 pages
978-1-138-98047-1 (ISBN)
Description
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients - productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods - both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 14 mm
Weight
392 gr
ISBN-13
978-1-138-98047-1 (9781138980471)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Simon Majaro
Marketing in Perspective (RLE Marketing)
E-Book
09/2014
1st Edition
Routledge
€64.49
Available for download
Simon Majaro
Marketing in Perspective (RLE Marketing)
E-Book
09/2014
1st Edition
Routledge
€64.49
Available for download
Simon Majaro
Marketing in Perspective (RLE Marketing)
Book
08/2014
1st Edition
Routledge
€206.50
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Person
Multivolume collection by leading authors in the field
Content
Part 1: The Marketing Concept - A Strategic Perspective for the 1980s 1. The Many Faces of Marketing 2. Marketing Integration 3. How to Vector Markets 4. Successful Acquisitions - A Marketing Approach Part 2: Marketing Within Its Management Development Context 5. How to Prepare for the Top - A Marketing Perspective 6. The What and How of Creativity 7. The Behavioural Sciences - A Basis for Effective Marketing Part 3: Tools of Marketing - A Creative Approach 8. Market Share: Deception or Diagnosis 9. Back to First Principles on Sales Aids 10. Improving the Productivity of the Sales Force 11. Advertising Objectives 12. The Application of the 'Business Porfolio' Concept to Marketing Decisions Part 4: Marketing Service Industries 13. Transport Needs Marketing 14. Banks and the Marketing Concept 15. Insurance, Too, Needs Marketing Part 5: Case Studies 16. Case Studies.