Marketing: An Introduction

Christopher, Martin; McDonald, Malcolm

ISBN 10: 0330320467 / ISBN 13: 9780330320467

Published by Pan Books, London/Sydney/Auckland, 1991

About this Item

wear to cover edges; creases to soft cover; library sticker on spine and FEP; library stamp on FEP; very small library tabbing system, text is not affected; highlighting on some early pages.

Seller Inventory # 061859

Bibliographic Details

• Title: Marketing: An Introduction
• Publisher: Pan Books, London/Sydney/Auckland
• Publication Date: 1991
• Language: English
• ISBN 10: 0330320467
• ISBN 13: 9780330320467
• Binding: paperback
• Edition: First Edition.
• Condition: Acceptable
• Dust Jacket Condition: No Dust Jacket
• Book Type: Ex-Library
• Seller catalogs:
  • Business/Management

About this title

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.

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).