Marketing strategy and management / Michael J. Baker
Material type:
TextPublication details: London, United Kingdom : Macmillan Publishing Company, c1985Description: xviii, 399 pages : illustrations ; 24 cmISBN: - 9780333323083
- HF 5415 .B29 1985
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National University - Manila | LRC - Annex General Circulation | Special Collection | GC HF 5415 .B29 1985 (Browse shelf(Opens below)) | c.1 | Available | NULIB000019769 |
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| GC HE 8700 .G63 1991 Beating the odds : the untold story behind the rise of ABC : the stars, struggles, and egos that transformed network television by the man who made it happen / | GC HF 5381 .M19 1990 Beware the naked man who offers you his shirt / | GC HF 5386 .H57 2008 Stirring it up : how to make money and save the world / | GC HF 5415 .B29 1985 Marketing strategy and management / | GC HG 179 .G54 1991 More wealth without risk : how to develop a personal fortune without going out on a limb / | GC HG 179 .P55 1998 c.2 Live rich : everything you need to know to be your own boss, whomever you work for / | GC HG 201 .G85 1994 Guide to corporate treasury in Asia 1994. |
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.
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