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Mastering marketing management / Roger Cartwright.

By: Cartwright, Roger.
Contributor(s): St. Antony's College (University of Oxford).
Material type: TextTextPublisher: Basingstoke : Palgrave in association with St Anthony's, Oxford, 2002Description: x, 334 p. : ill. ; 24 cm.ISBN: 0333948971; 9780333948972 ; 0333693434 series; 9780333693438.Subject(s): Marketing -- ManagementDDC classification: 658.802 Online resources: WorldCat details
Contents:
Table of contents 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.
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Item type Current location Collection Call number Copy number Status Date due Barcode Item holds
Text Text EWU Library
Reserve Section
Non-fiction 658.802 CAM 2002 (Browse shelf) C-1 Not For Loan 15430
Text Text EWU Library
Circulation Section
Non-fiction 658.802 CAM 2002 (Browse shelf) C-2 Available 15431
Total holds: 0

Includes bibliographical references and index.

Table of contents 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.

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