Marketing strategy and management / Michael J. Baker
By: Baker, Michael J.Material type: TextPublisher: Basingstoke : Macmillan, 1992Edition: 2nd ed.Description: xxv, 560 p ; 24 cm.ISBN: 0333576438; 0333576446 (pbk).Subject(s): MarketingDDC classification: 658.802 Online resources: WorldCat details | E-book Fulltext
|Item type||Current location||Collection||Call number||Status||Date due||Barcode||Item holds|
|E-Book||EWU Library E-book||Non-fiction||658.802 BAM 1992 (Browse shelf)||Not For Loan|
Table of contents Prologue - Marketing and Competition - Marketing and Corporate Strategy - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Marketing Planning - The Marketing Environment - Buyer Behaviour - Market Segmentation - Positioning - Situation Analysis: The Marketing Audit - Managing the Marketing Mix - Marketing Research - Product Policy and Management - Packaging - Pricing and Price Policy - Distribution and Sales Policy - Promotion Policy and Management - Service - Developing a Marketing Culture - The Short Term Marketing Plan - Control - Recapitulation
For the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The book has been revised and updated to reflect recent changes and developments with more use of case study material.