000			01341nam a2200217Ia 4500
003			NULRC
005			20250520103034.0
008			250520s9999 xx 000 0 und d
020			_a9780333323083
040			_cNULRC
050			_aHF 5415 .B29 1985
100			_aBaker, Michael J. _eauthor
245		0	_aMarketing strategy and management / _cMichael J. Baker
260			_aLondon, United Kingdom : _bMacmillan Publishing Company, _cc1985
300			_axviii, 399 pages : _billustrations ; _c24 cm
504			_aIncludes bibliographical references and index.
505			_aPart 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
520			_aThe 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.
650			_aMARKETING
942			_2lcc _cBK
999			_c22010 _d22010