Pub. Date:
Cengage Learning EMEA Higher Education
Introduction to Marketing / Edition 4

Introduction to Marketing / Edition 4

by John Frain
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Product Details

ISBN-13: 9781861521477
Publisher: Cengage Learning EMEA Higher Education
Publication date: 05/13/1999
Edition description: 4TH
Pages: 320
Product dimensions: 7.47(w) x 9.69(h) x 0.77(d)

About the Author

Dr John Frain is a highly respected lecturer and author. Now officially retired, he is still active in a number of academic post, including the role of tutor and examiner on the Durham MBA and the Henley distance learning MBA. He is honorary lecturer in industrial marketing at Liverpool university and with the CIM and the LCCI.

Table of Contents

1. Marketing: Its Meaning and Significance. 2. Organizational Strategy. 3. Strategic Marketing: Its Scope and Function. 4. Marketing in its Context, Part I: Structure and Systems. 5. Marketing in its Context Part II: Culture, Law and Ethics. 6. The Preparation Element, Part I: Information as the basis for Decision-Making. 7. The Preparation Element, Part II: Customers and Customer Buying Behaviour. 8. The Strategic Formula, Element 2: Products and Processes, Services and Ideas. 9. The Strategic Formula, Element 3: Prices and Pricing Strategy. 10. The Strategic Formula, Element 4: Distribution-Function and Strategy. 11. The Strategic Formula, Element 5: Promotion-Function and Strategy. 12. The Strategic Formula, Element 6: People. 13. The Broader Base of Marketing. 14. Thoughts on Forecasting and Marketing Planning. 15. Marketing in the New Millennium Index.

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