Marketing management : providing, communicating and delivering value / Frank Bradley.
By: Bradley, Frank
.
Material type: 
BookPublisher: London ; New York : Prentice Hall, 1995Description: xxxiv, 990 p. : ill. (some col.) ; 23 cm.ISBN: 0130653438.Subject(s): Marketing -- ManagementDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Store Item | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00160968 |
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Enhanced descriptions from Syndetics:
A comprehensive examination of all aspects of the management of marketing, this is a mainstream text based on the premise that marketing is a universal management function with strong strategic elements which are operationalized in different ways in different parts of the world. Conceptual material reflects up to date perspectives on academic and company research. The applied material seeks to demonstrate the universality of marketing management by drawing on illustrations from a wide range of geographic and industry settings.
Includes bibliographical references and indexes.
Identify society and customer values -- Select the value for markets, customers and competitors -- Provide the value for customers -- Communicate the value to customers -- Deliver the value to customers -- Planning, implementation and performance in marketing management.
Table of contents provided by Syndetics
- Identity, Society and Customer Values
- Marketing in Society
- Scope of Marketing Management Analytical Methodfs in Marketing
- Understanding the Market Environment
- Select The Value For Markets
- Customers and Competitors
- Analysis of Markets
- Understanding Consumer Markets
- Understanding Organisational Markets
- Understanding and Analysing Competitors
- Informing Marketing Decisions
- Provide The Value For Customers
- Product and Service Marketing Decisions
- Developing New Products and Services
- Brand Management Decisions
- Pricing Decision and Methods
- Communicate The Value To Customers
- Marketing Communications: Advertising and Public Relations
- Direct Marketing
- Personal Selling
- Deliver The Value To Customers
- Managing Distribution Channels
- Managing Market Logistics
- Sales Promotion
- Marketing Planning
- Implementation and Performance
- Marketing Planning
- Marketing
- Implementation and Performance and Control