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Marketing strategy and management / Michael J. Baker

By: Baker, Michael J, 1935-Material type: TextTextLanguage: English Publication details: Basingstoke : Macmillan, 1992 Edition: 2nd edDescription: xxv, 560 p ; 24 cmISBN: 0333576438; 0333576446 (pbk)Subject(s): MarketingDDC classification: 658.802 Online resources: WorldCat details | E-book Fulltext
Contents:
TOC 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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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
E-Book E-Book Dr. S. R. Lasker Library, EWU
E-book 		Non-fiction 658.802 BAM 1992 (Browse shelf(Opens below)) Not For Loan
Total holds: 0
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658.8 KOP 2014 Principles of marketing / 658.8 MCB 1993 Basic marketing : 658.8003 IVD 2003 Dictionary of marketing / 658.802 BAM 1992 Marketing strategy and management / 658.802 INT 2000 Internal marketing : 658.802 KIB 2005 Blue ocean strategy : 658.802 KOM 2000 Marketing management /

TOC 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.

BA

Sagar Shahanawaz

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