Marketing Management
Type
Book
Authors
ISBN 10
0702151599
Category
Publication Year
2000
Publisher
Juta & Co, Ltd, South Africa
Pages
532p.
Subject
Management of Distribution (Marketing)
Tags
Abstract
The book focuses on marketing management principles that anyone business can apply. It is divided into two sections, the first which relates to the fundamentals of marketing addresses aspects such as the code of ethics, relationship marketing, buyer behavior, market segmentation and market research. A separate chapter in this section is devoted to the dynamic marketing environment in which marketers operate. Section two deals with the decision-making areas of marketing, which includes the product, distribution, marketing communication and price decisions. This section concludes with the planning, implementation and control of the integrated marketing strategy.
Description
Includes tables, references, and index
Number of Copies
2
