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Marketing strategy and management / Michael J. Baker

By: Material type: TextTextPublication details: London, United Kingdom : Macmillan Publishing Company, c1985Description: xviii, 399 pages : illustrations ; 24 cmISBN:
  • 9780333323083
Subject(s): LOC classification:
  • HF 5415 .B29 1985
Contents:
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
Summary: 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.
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex General Circulation Special Collection GC HF 5415 .B29 1985 (Browse shelf(Opens below)) c.1 Available NULIB000019769

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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