Mastering marketing management / Roger Cartwright.
Material type: TextLanguage: English Publication details: Basingstoke : Palgrave in association with St Anthony's, Oxford, 2002. Description: x, 334 p. : ill. ; 24 cmISBN: 0333948971; 9780333948972 ; 0333693434 series; 9780333693438Subject(s): Marketing -- ManagementDDC classification: 658.802 Online resources: WorldCat detailsItem type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|---|
Text | Dr. S. R. Lasker Library, EWU Reserve Section | Non-fiction | 658.802 CAM 2002 (Browse shelf(Opens below)) | C-1 | Not For Loan | 15430 | ||
Text | Dr. S. R. Lasker Library, EWU Circulation Section | Non-fiction | 658.802 CAM 2002 (Browse shelf(Opens below)) | C-2 | Available | 15431 |
Includes bibliographical references and index.
TOC 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.
BA
Sagar Shahanawaz
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