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Full Product Details

Author:   John O'Shaughnessy
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Dimensions:   Width: 18.90cm , Height: 3.90cm , Length: 24.60cm
Weight:   0.453kg
ISBN:  

9781138971387

ISBN 10:   1138971383
Pages:   766
Publication Date:   26 November 2015
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Part 1: Marketing and Marketing Planning 1. The Nature of Marketing 2. Corporate Strategy and Marketing 3. The Planning Process and Strategy Formulation Part 2: Buyers, Markets and Competition 4. Images of Buyers/Consumers and What Influences Them 5. Understanding the Buyer/Consumer 6. Markets, Segmentation and Positioning 7. Competitive (rival-oriented) Strategies Part 3: Marketing Intelligence 8. Information, Marketing Research and the Marketing Manager Part 4: Marketing Mix Elements 9. Product Management: Needs, Policies, and Strategies 10. New Product Development 11. Advertising, Sales Promotion, Publicity and Corporate Communications – Their Roles and How They Work to Persuade 12. Developing An Advertising Strategy 13. Sales Management 14. Pricing – Role, Objectives, Factors, Strategies 15. Distribution Strategy and Channel Management Part 5: Implementation and Organization 16. Strategies for Change 17. Organization, Strategy and Marketing.

Reviews

'Every teacher of marketing should read this book...' Quarterly Review of Marketing 'Very comprehensive and engaging' Morris Holbrook, Columbia University

'Every teacher of marketing should read this book...' Quarterly Review of Marketing 'Very comprehensive and engaging' Morris Holbrook, Columbia University

Author Information

John O'Shaughnessy

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