Integrated Marketing
Making Marketing Work in Industrial and Business-to-Business Marketing
Book
Paperback/Softback
192 pages
978-0-07-707887-4 (ISBN)
Description
This text offers practical insight into the conditions in which marketing has to function. The text considers, department by department, how to implement a positive, market-oriented approach to business and how to overcome the interdepartmental barriers and politics that can create resistance to change. The text also offers first-hand examples of the problems that occur, and suggestions for their solution, together with a detailed case study.
More details
Series
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 229 mm
Width: 152 mm
ISBN-13
978-0-07-707887-4 (9780077078874)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Perceptions and misconceptions; red lamps, dry skin and cut corners - limiting "engineering attrition" in design and development; crossing the blue/white divide - relations with production, installation and service departments; joining the dots - how to get accountants involved in marketing; cutting the cackle - the sales force in perspective; warp and woof - integrating sales promotional activity; facts and the confusions they cause - the role of marketing research; the acid test - integration in launching a new product; the open company - elements in effective integration.