256 Pages
by
Routledge
256 Pages
by
Routledge
Also available as eBook on:
Marketing in a Competitive Economy (1965) is a scientific study of marketing in the Western world, taking as a starting point a competitive economy and freedom for consumers. As marketing moved from an exercise in profitably disposing of excess goods, to being primarily concerned with producing goods as a result of market opportunities, so the field became more complicated and in need of a... Read more
Part 1. The Marketing Perspective – A Functional Approach 1. The Development of Marketing Theory 2. The Marketing Perspective Part 2. Managing the Marketing Functions 3. Managing the Marketing Information and Research Function 4. Managing the Product Planning Function 5. Managing the Sales and Distribution Function 6. Managing the Advertising and Promotion Function 7. Co-ordinating and Controlling the Marketing Functions
Biography
Leslie W. Rodger
