Abstract: Introduction: the future of marketing and the marketing profession. Part 1 Developing a marketing strategy: information systems for marketing, Tim Bowles the marketing database, Debbie Gorski analyzing the environment, Douglas Brownlie analyzing the competition, John Saunders the international environment, Stan Paliwoda relationship marketing, Evert Gummerson. Part 2 Organizing for effective marketing: the marketing function and its organization, Michael J. Thomas recruitment - qualifications and sources, Martin Duffell selection - media and methods, Martin Duffell staff development, Derek Beasley and Norman Waite sales management, Michael Wilson brand management, Jack Bureau financial aspects of marketing, David Chapman. Part 3 Developing the product: understanding customer behaviour, Gordon R. Foxall the role of research in international marketing, Derek Martin product planning, Simon Majaro product design, Patrick Bruce packaging as a marketing tool, Bill Stewart pricing as a marketing tool, Rory Morgan developing and launching a consumer product, Peter Kraushar developing and launching an industrial product, Michael J. Baker developing and launching a service, Don Cowell. Part 4 Distributing the product: physical distribution and logistics management, Martin Christopher retailing, Stephen Browne door-to-door distribution, Shelley Radice agents, Bernard Katz reaching overseas markets, Kate Prescott. Part 5 The practice of marketing: market segmentation, David Tonks advertising, Charles Channon sales promotion, Tom Brannan direct mail, Derek Holder telephone marketing, Bernard Katz franchising, Martin Mendelsohn exhibitions, W.S. Richards customer service and customer care, Michael J. Thomas and W.G. Donaldson the legal framework, Jane Hancock.
Publication Year: 1995
Publication Date: 1995-01-01
Language: en
Type: book
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Cited By Count: 6
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