Marketing Today
4th Edition
Published on 25. April 1995
Book
Paperback/Softback
592 pages
978-0-13-203001-4 (ISBN)
Description
This edition features a new chapter on marketing in the public sector along with new sections on competition and complexity; scanning databases; database marketing; co-operative strategies; developing marketing strategy; product planning; sales promotion; direct channels; competition; saturation; and internationalism. Examples are taken from many international companies, for example Ford, Pirelli, Benetton, Mars, Coca-Cola, and Proctor and Gamble.
More details
Edition
4th edition
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 234 mm
Width: 174 mm
Thickness: 24 mm
Weight
990 gr
ISBN-13
978-0-13-203001-4 (9780132030014)
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
Previous edition
Gordon Oliver
Marketing Today
Book
04/1990
3rd Edition
Prentice-Hall
€29.70
Article exhausted; check for reprint
Content
The role of marketing; consumer psychology; social influences on buyer behaviour; models of buyer behaviour; organizational buying behaviour; segmentation and positioning; marketing research; sales forecasting and market potential; developing marketing strategy; competitive strategies; marketing planning and implementation; product planning; planning new and mature products; market testing; promotion planning; advertising objectives and assessment; planning advertising and sales promotion; salesforce planning; salesforce motivation and control; channel structure and conduct; channel and distribution planning; price planning; international marketing, Joe Penn; the broader application of marketing, Richard Christy; organizing and appraising marketing operations; challenges to marketing.