The Marketing book / edited by Michael J. Baker.
Material type: TextPublication details: London : Heinemann, 1987.Description: 1 v. : ill. ; 25 cm. ; pbkISBN:- 0434900842 (pbk) :
- 9780434900848:
- 658.8
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 |
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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.
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