Articoli correlati a Marketing Management
In their first-level testbook "The Essentials of Marketing", Geoff Lancaster and Lester Massingham established the fundamentals and theories of modern marketing. This second-level text begins the necessary movement from facts to strategy, from principles to practice. "Marketing Management" examines the trends within the business and in the external environment which have produced the need for a truly strategic approach to marketing. These include the development of the multi-product and the multi-market organization and the increase in global competition. The text describes the key steps required to develop a strategic marketing approach - establishing overall company objectives, appraising internal resources and evaluating the company's markets. From this basis, the company must plan how to invest (or divest) in its portfolio in order to achieve the best results - the text fully describes the various planning tools which can help in this process. It goes on to describe individual strategies which can have a direct impact on the company's performance; the strategies outlined reflect the full range of marketing theory including consumer behaviour, product innovation, pricing, advertising, sales management and the use of computers in marketing. "Marketing Management" is suitable for second and third year undergraduates of Business Studies following courses in marketing. It should also be of use on MBA core courses and the core marketing management element of the Institute of Marketing Examinations.
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Book by Lancaster Geoff Massingham Lester
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreMcGraw-Hill Book Co Ltd
- Data di pubblicazione1992
- ISBN 10 0077074203
- ISBN 13 9780077074203
- RilegaturaCopertina rigida
- Numero di pagine400
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Condizioni: molto buonoMarketing Management This book... Scopri di più su questo articolo
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Descrizione libro Hardcover. Condizione: Very Good. Marketing Management This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 7719-9780077074203
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Marketing Management
Editore:
McGraw-Hill Publishing Co.
(1992)
ISBN 10: 0077074203
ISBN 13: 9780077074203
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Descrizione libro Hardcover. Condizione: Used; Good. Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Damaged cover. The cover of is slightly damaged for instance a torn or bent corner. Grubby book may have mild dirt or some staining, mostly on the edges of pages. Codice articolo CHL9562405
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Marketing Management
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Descrizione libro Hardcover. Condizione: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 6545-9780077074203
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Marketing Management
Editore:
McGraw-Hill Book Co Ltd
(1993)
ISBN 10: 0077074203
ISBN 13: 9780077074203
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Descrizione libro Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present. Codice articolo M00077074203-G
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Marketing Management
Editore:
McGraw-Hill
(1993)
ISBN 10: 0077074203
ISBN 13: 9780077074203
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Descrizione libro Condizione: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,850grams, ISBN:9780077074203. Codice articolo 9530271
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Foto dell'editore
Marketing Management
Editore:
McGraw-Hill Book Co Ltd
(1993)
ISBN 10: 0077074203
ISBN 13: 9780077074203
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Quantità: 1
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Descrizione libro Hardcover. Condizione: Very Good. Very Good. book. Codice articolo D7S9-1-M-0077074203-3
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