Marketing strategy and management / Michael J. Baker
Material type:
TextPublication details: London : MacMillan, c1985Description: xviii, 399 pages : illustrations ; 24 cmISBN: 9780333323083Subject(s): MARKETING | MARKETING MANAGEMENTLOC classification: HF 5415 .B29 1985
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LRC - Annex | National University - Manila | Special Collection | General Circulation | GC HF 5415 .B29 1985 (Browse shelf (Opens below)) | c.1 | Available | NULIB000019769 |
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Includes bibliographical references and index.
Part I. Marketing strategy -- Prologue -- Marketing and corporate strategy -- Strategic marketing planning -- The Marketing environment -- Buyer behaviour (how do buyers choose?) -- Market segmentation -- Marketing planning -- Part II. Managing the marketing function -- Marketing research -- Product policy and management -- Packaging -- Pricing policy and management -- Distribution and sales policy -- Promotion policy and management -- Service -- Control -- Recapitulation
The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.
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