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The Marketing book / edited by Michael J. Baker.

Contributor(s): Material type: TextTextPublication details: London : Heinemann, 1987.Description: 1 v. : ill. ; 25 cm. ; pbkISBN:
  • 0434900842 (pbk) :
  • 9780434900848:
Subject(s): DDC classification:
  • 658.8
Contents:
One more time - what is marketing? / Michael J. Baker -- Marketing and competitive success / John Saunders -- Marketing strategy / Robin Wensley -- Organization for marketing / Peter Spillard -- Planning the marketing function / Malcolm McDonald.
Environmental analysis / Douglas Brownlie -- Consumer behaviour / Gordon R. Foxall -- Organizational buying behaviour / Peter W. Turnbull -- Quantitative methods in marketing / Arthur Meidan -- Computers in marketing / Stephen T. Parkinson -- Developing marketing information systems / Nigel Piercy.
Managing the marketing mix / Peter Doyle -- Product development and management / Michael J. Thomas -- Pricing / John Winkler -- Selling / John Lidstone -- Promotion / Keith Crosier -- Distribution and customer service / Martin Christopher -- Controlling marketing / James R. Bureau.
Industrial marketing / Peter M. Chisnall -- International marketing - the main issues / Simon Majaro -- Marketing services / Donald W. Cowell -- Marketing for small businesses / Tom Cannon -- Marketing for non-profit organizations / Keith J. Blois -- The pursuit of quality / Michael J. Baker.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library Store - Ask Library Staff 658.8 (Browse shelf(Opens below)) 1 Available 21433

Includes index.

[Part One - Organizing and planning for marketing] One more time - what is marketing? / Michael J. Baker -- Marketing and competitive success / John Saunders -- Marketing strategy / Robin Wensley -- Organization for marketing / Peter Spillard -- Planning the marketing function / Malcolm McDonald.

[Part Two - The framework of marketing] Environmental analysis / Douglas Brownlie -- Consumer behaviour / Gordon R. Foxall -- Organizational buying behaviour / Peter W. Turnbull -- Quantitative methods in marketing / Arthur Meidan -- Computers in marketing / Stephen T. Parkinson -- Developing marketing information systems / Nigel Piercy.

[Part Three - Managing the marketing function] Managing the marketing mix / Peter Doyle -- Product development and management / Michael J. Thomas -- Pricing / John Winkler -- Selling / John Lidstone -- Promotion / Keith Crosier -- Distribution and customer service / Martin Christopher -- Controlling marketing / James R. Bureau.

[Part Four - The application of marketing] Industrial marketing / Peter M. Chisnall -- International marketing - the main issues / Simon Majaro -- Marketing services / Donald W. Cowell -- Marketing for small businesses / Tom Cannon -- Marketing for non-profit organizations / Keith J. Blois -- The pursuit of quality / Michael J. Baker.

18.76

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