Marketing & Sales Management, Marketing - General & Miscellaneous, Marketing - Professional & Reference
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Overview
Marketing is today more a management style than a group of activities under a department head, and is absolutely central to the success of a company as a whole. This has informed the revisions to this fifth edition throughout. Most of the earlier content is retained in an updated form, but a new structure has been introduced and a section on implementation included for the first time. All aspects of the planning process are covered, from analysing market share and deciding marketing strategy, to specific elements of the marketing mix - campaign planning, media evaluation, sales promotion, publicity, packaging and PR. An especially valuable feature is the charts and forms, over 150 of them, which are used throughout to clearly illustrate the planning process.Editorials
Booknews
Though useful as an overview when read straight through, intended primarily as a reference, with each chapter containing information that marketing professionals can consult at the various stages of creating and implementing a plan. Considers auditing the company's competitiveness, deciding marketing objectives and developing strategies, choosing among the several types of plan, and constraints on implementation. First published in 1971 and continuously in print through the fourth edition in 1989. The peculiar shape<-->10<"> deep and 7<"> high<-->seems to facilitate the many sample forms and charts shown. Annotation c. by Book News, Inc., Portland, Or.Book Details
Published
June 20, 2005
Publisher
Aldershot : Gower, 1997.
Pages
352
Format
Binding
ISBN
9780566077845