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Synopsis
Using cases from the contemporary marketplace in Europe, Japan, South East Asia, the UK and the USA, the authors consider every aspect of marketing from consideration of its role in any organization, through management, strategy, distribution, customer services, pricing strategy, communications and how to organize the workforce. Written by two professors of marketing, with both the practitioner and the student in mind, this book uses a step-by-step approach to demonstrate how a business' asssets can be better managed to meet customer requirements. Market research, competitor analysis as a means of charting marketing strategy and marketing planning are all given due emphasis. Diagrams are used to expand the text where necessary.
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About the Author
MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.
NDD, ATD, is an illustrator and designer of educational and training materials, head of design and manager of the Media Service Unit, University of Sussex, co-founder and studio manager of Business Training and producer of corporate videos. Peter is co-author of Finance for Small Businesses, Total Quality Management, Selling Products and Services (all published by Butterworth-Heinemann).
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- PublisherPan Books
- Publication date1991
- ISBN 10 0330320467
- ISBN 13 9780330320467
- BindingPaperback
- Number of pages352
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Marketing, An Introduction
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Marketing: An Introduction
Published by
Pan Books, London/Sydney/Auckland, 1991
ISBN 10: 0330320467
ISBN 13: 9780330320467
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