294 Pages
by
Routledge
290 Pages
by
Routledge
290 Pages
by
Routledge
Also available as eBook on:
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the... Read more
Part One: Marketing in its Corporate Context 1. Marketing: Concept, Function and System 2. Marketing: Strategy, Planning and Organisation 3. Information for Marketing Decisions Part Two: Marketing Mix Management 4. Product Management and Development 5. Marketing Communications 6. Price Strategy 7. Distribution: Channels and Management Part Three: Integrated Marketing 8. Integrated Marketing Management 9. Marketing Control. Index.
Biography
Multivolume collection by leading authors in the field
