Marketing for Engineers, Scientists and Technologists / Edition 1

Marketing for Engineers, Scientists and Technologists / Edition 1

by Tony Curtis
     
 

ISBN-10: 0470057092

ISBN-13: 9780470057094

Pub. Date: 05/13/2008

Publisher: Wiley

Marketing For Engineers, Scientists and Technologists has been written using the author’s considerable experience in both teaching marketing and dealing with engineers, scientists and technologists. The book focuses on marketing but will follow CIM developments in adding enough skills to put the marketing into context (i.e. finance for marketing,

Overview

Marketing For Engineers, Scientists and Technologists has been written using the author’s considerable experience in both teaching marketing and dealing with engineers, scientists and technologists. The book focuses on marketing but will follow CIM developments in adding enough skills to put the marketing into context (i.e. finance for marketing, managing people and project management).

Product Details

ISBN-13:
9780470057094
Publisher:
Wiley
Publication date:
05/13/2008
Edition description:
New Edition
Pages:
368
Product dimensions:
7.40(w) x 9.20(h) x 0.80(d)

Table of Contents

Preface

Acknowledgements

Part 1 Introduction to the context of marketing

Chapter 1 What is marketing and why do it?

Chapter 2 The marketing system

Chapter 3 Contemporary issues and contexts in marketing

Part 2 The tools of marketing

Chapter 4 The integrated marketing mix: Product

Chapter 5 The integrated marketing mix: Price

Chapter 6 The integrated marketing mix: Place

Chapter 7 The integrated marketing mix: Promotion

Chapter 8 The integrated marketing mix: Service extension: people, physical evidence and process

Part 3 Skills for implementation

Chapter 9 The collection and management of marketing information

Chapter 10 Finance for marketing

Chapter 11 Managing people

Chapter 12 Project management

Chapter 13 Consultancy skills

Part 4 Bringing it all together

Chapter 14 New product development

Chapter 15 Management of market driven quality

Chapter 16 The marketing plan

Glossary

Index

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