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Full Description
Designed for students, and potential and practising managers, this book examines the management of markets as an holistic activity within modern organisations. Based on the four Ps/Cs of marketing (Product/Customer value; Price/Cost; Promotion/Communications; Place/Convenience) this book takes the reader through all the major aspects of marketing management using practical examples. Written in plain English, Mastering Marketing Management shows that marketing is a feature of the whole organisation and should not be confined to just one department.
Contents
PART 1Organisation.- Understanding the Market.- Market Research.- Competition.- PART 2: PRODUCT/CUSTOMER VALUE.- Needs and Wants.- Understanding the Product.- Portfolios and Life Cycles.- PART 3: PRICE/COST.- Costs.- Value, Quality and Price.- PART 4: PROMOTION/COMMUNICATIONS.- Advertising.- Image and Public Relations.- PART 5: PLACE/CONVENIENCE.- Distribution Channels.- Understanding the Customer Relations.- PART 6: CONCLUSION.- Marketing Plans.- Appendix 1 The Major Aspects to Organisational Body Language.- Appendix 2 The Quality Gurus.- Appendix 3 Icelandair Company Profile (courtesy Icelandair).- Bibliography.- Index.