Marketing strategy and management /
Baker, Michael J.
Marketing strategy and management / Michael J. Baker - London, United Kingdom : Macmillan Publishing Company, c1985 - xviii, 399 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Part I. Marketing strategy -- Prologue -- Marketing and corporate strategy -- Strategic marketing planning -- The Marketing environment -- Buyer behaviour (how do buyers choose?) -- Market segmentation -- Marketing planning -- Part II. Managing the marketing function -- Marketing research -- Product policy and management -- Packaging -- Pricing policy and management -- Distribution and sales policy -- Promotion policy and management -- Service -- Control -- Recapitulation
The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.
9780333323083
MARKETING
HF 5415 .B29 1985
Marketing strategy and management / Michael J. Baker - London, United Kingdom : Macmillan Publishing Company, c1985 - xviii, 399 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Part I. Marketing strategy -- Prologue -- Marketing and corporate strategy -- Strategic marketing planning -- The Marketing environment -- Buyer behaviour (how do buyers choose?) -- Market segmentation -- Marketing planning -- Part II. Managing the marketing function -- Marketing research -- Product policy and management -- Packaging -- Pricing policy and management -- Distribution and sales policy -- Promotion policy and management -- Service -- Control -- Recapitulation
The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.
9780333323083
MARKETING
HF 5415 .B29 1985