Cartwright, Roger.

Mastering marketing management / Roger Cartwright. - Basingstoke : Palgrave in association with St Anthony's, Oxford, 2002. - x, 334 p. : ill. ; 24 cm.

Includes bibliographical references and index.

Pt. 1. Introduction --
1. What is marketing? --
2. Understanding the organisation --
3. Understanding the market --
4. Market research --
5. Competition --
Pt. 2. Product/Customer Value --
6. Needs and wants --
7. Understanding the product --
8. Portfolios and life cycles --
Pt. 3. Price/Cost --
9. Costs --
10. Quality, value and price --
Pt. 4. Promotion/Communications --
11. Advertising --
12. Image and public relations --
Pt. 5. Place/Convenience --
13. Distribution channels --
14. Understanding the customer --
Pt. 6. Conclusion --
15. The marketing plan. Table of contents



0333948971 9780333948972 0333693434 series 9780333693438


Marketing--Management.

658.802 / CAM 2002

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