TY  - BOOK
AU  - Baker, Michael J.
TI  - Marketing strategy and management
SN  - 9780333323083
AV  - HF 5415 .B29 1985 
PY  - 1985///
CY  - London, United Kingdom
PB  - Macmillan Publishing Company
KW  - MARKETING
N1  - 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
N2  - 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
ER  -