Mastering Marketing Management Roger Cartwright

Name: Mastering Marketing Management von Roger Cartwright
SKU: 9780333948972
Price: 6.19 EUR
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Mastering Marketing Management Roger Cartwright

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SerienMaster Series (Business)

Zusammenfassung

Designed for students, and potential and practising managers, this book examines the management of markets as an holistic activity within modern organisations. 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.

Mastering Marketing Management Zusammenfassung

Mastering Marketing Management Roger Cartwright

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.

Über Roger Cartwright

ROGER CARTWRIGHT was formerly Director of the Centre for Customer Relations, Perth College. He has written many texts including Mastering Customer Relations and Mastering The Business Environment. He has worked for a large number of organisations and is currently a management consultant.

Inhaltsverzeichnis

PART 1: INTRODUCTION.- What is Marketing?.- Understanding the Organisation.- 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.

Zusätzliche Informationen

Sku

GOR001770216

ISBN 13

9780333948972

ISBN 10

0333948971

Titel

Mastering Marketing Management Roger Cartwright

Autor

Roger Cartwright

Serien

Master Series (Business)

Zustand

Gebraucht - Sehr Gut

Bindung

Broschiert

Verlag

Bloomsbury Publishing PLC

Datum

20020129

Anzahl der Seiten

334

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

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