Strategic Marketing Management (RLE Marketing) Routledge Library Editions: Marketing Series
Auteur : Foxall Gordon
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ?mix?, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ?weapon? in the marketing ?armoury? and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described.
This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Part One: Marketing in its Corporate Context 1. Marketing: Concept, Function and System 2. Marketing: Strategy, Planning and Organisation 3. Information for Marketing Decisions Part Two: Marketing Mix Management 4. Product Management and Development 5. Marketing Communications 6. Price Strategy 7. Distribution: Channels and Management Part Three: Integrated Marketing 8. Integrated Marketing Management 9. Marketing Control. Index.
Multivolume collection by leading authors in the field
Date de parution : 08-2014
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 160,25 €
Ajouter au panierDate de parution : 11-2015
15.6x23.4 cm
Disponible chez l'éditeur (délai d'approvisionnement : 14 jours).
Prix indicatif 53,83 €
Ajouter au panierThèmes de Strategic Marketing Management (RLE Marketing) :
Mots-clés :
RLE; advertising; Integrated Marketing; marketing; Ta Ge; Po Ra; Pr Om; Marketing Orientated Management; Marketing Mix; Product Market Scope; Marketing Concept; SA LE; Pr Ic; LEVELS LEVELS LEVELS LEVELS LEVELS; Cash Cow; Marketing Orientated Company; Integrated Marketing Management; Te Ch; Group Group; Marketing Performance; Segmenting Markets; Channel Members; Ce Rs; Segmentation Analysis; Marketing Planning; Output Budgeting; Mitt