Handbook of Marketing / Edition 4

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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: 6/17/2005
  • Edition description: Revised
  • Edition number: 4
  • 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
Introduction: The future of marketing and the marketing profession 1
1 Information systems for marketing 19
2 The marketing database 35
3 Analysing the environment 55
4 Analysing the competition 81
5 The international environment 95
6 Relationship marketing 113
7 The marketing function and its organization 131
8 Recruitment - qualifications and sources 142
9 Selection - media and methods 152
10 Staff development 162
Appendix: The Chartered Institute of Marketing 174
11 Sales management 180
12 Brand management 204
13 Financial aspects of marketing 227
14 Understanding customer behaviour 247
15 The role of research in international marketing 265
16 Product planning 278
17 Product design 289
18 Packaging as a marketing tool 300
19 Pricing as a marketing tool 321
20 Developing and launching a consumer product 339
21 Developing and launching an industrial product 356
22 Developing and launching a service 369
23 Physical distribution and logistics management 387
24 Retailing 401
25 Door-to-door distribution 426
26 Agents 439
27 Reaching overseas markets 459
28 Market segmentation 495
29 Advertising 513
30 Sales promotion 530
31 Direct mail 543
32 Telephone marketing 558
33 Franchising 574
34 Exhibitions 584
35 Customer service and customer care 598
36 The legal framework 617
Index 631
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