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Marketing strategy and management / Michael J. Baker

By: Baker, Michael J, 1935-.
Material type: TextTextPublisher: 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
Contents:
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
Summary: 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.
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Non-fiction 658.802 BAM 1992 (Browse shelf) Not For Loan
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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.

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