Handbook of Marketing / Edition 4

Handbook of Marketing / Edition 4

by Michael J. Thomas
     
 

For the fourth edition of this well-established Gower Handbook the text has been revised and updated throughout. Numerous chapters have been added, on subjects as diverse as relationship marketing and international marketing research, and there are many new contributors. Part I reflects the need for a strategic view of the marketing function and looks in detail at… See more details below

Overview

For the fourth edition of this well-established Gower Handbook the text has been revised and updated throughout. Numerous chapters have been added, on subjects as diverse as relationship marketing and international marketing research, and there are many new contributors. Part I reflects the need for a strategic view of the marketing function and looks in detail at information systems, planning, environment analysis and competitor analysis. Part II covers the organization of marketing, including recruitment, training, brand management and finance. Part III looks at product development (including services), and Part IV with distribution. The final Part examines a number of aspects of marketing where new developments are making a profound impact and casts fresh light on such familiar topics as advertising, sales promotion, direct mail and franchising. The thirty-six contributors represent an immense range of expertise. They are all acknowledged leaders in their chosen field, with practical experience of marketing. Between them they have produced a comprehensive and authoritative work that will continue to serve the needs of marketing managers, specialists and students alike.

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Product Details

ISBN-13:
9780566074417
Publisher:
Ashgate Publishing, Limited
Publication date:
06/17/2005
Edition description:
Revised
Pages:
646
Product dimensions:
6.38(w) x 9.46(h) x 1.61(d)

Table of Contents

List of illustrations
List of tables
Notes on contributors
Preface
Introduction: The future of marketing and the marketing profession1
1Information systems for marketing19
2The marketing database35
3Analysing the environment55
4Analysing the competition81
5The international environment95
6Relationship marketing113
7The marketing function and its organization131
8Recruitment - qualifications and sources142
9Selection - media and methods152
10Staff development162
Appendix: The Chartered Institute of Marketing174
11Sales management180
12Brand management204
13Financial aspects of marketing227
14Understanding customer behaviour247
15The role of research in international marketing265
16Product planning278
17Product design289
18Packaging as a marketing tool300
19Pricing as a marketing tool321
20Developing and launching a consumer product339
21Developing and launching an industrial product356
22Developing and launching a service369
23Physical distribution and logistics management387
24Retailing401
25Door-to-door distribution426
26Agents439
27Reaching overseas markets459
28Market segmentation495
29Advertising513
30Sales promotion530
31Direct mail543
32Telephone marketing558
33Franchising574
34Exhibitions584
35Customer service and customer care598
36The legal framework617
Index631

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