The fourth edition of Introduction to Marketing offers all students new to the subject a deep insight into the development of marketing as a 'whole organization' activity. The book focuses on the link between marketing and corporate strategy, combining a detailed coverage of basic themes and issues with a 'how to do it' approach. Comprehensive and accessible in scope and style, the text incorporates numerous examples of 'marketing in action.' Fully revised and up-dated, features of this new edition include: in-depth description of marketing and corporate strategy; analysis of the influence of corporate culture on marketing policy; illustrations of the value of logical and quantitative analysis for decision-making; detailed coverage/deeper treatment of a number of key areas: the influence of collaboration and competition on strategy; the case for an enlarged 'marketing mix'; product design and technological innovation; the importance of 'the people factor'; IT and marketing; the development of the marketing plan.
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Inside This Book
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First Sentence:
As this chapter was being written, the author turned to the appointments section of the UK national newspapers. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
council flats, strategic formula, corporate centre strategy, total organizational commitment, preparation element, customer buying behaviour, most functional areas, calendar sales Key Phrases - Capitalized Phrases (CAPs): (learn more)
Financial Times, Bennett Engineering, Third World, European Union, The Times, Bursley Group, Arnold Ltd, Marketing Director, Council Areas, Credit Suisse, John Kay, General Electric, Target Group Index, Eastern Europe, Philip Kotler, Market Research Society, Acme Foods, Office of Fair Trading, Airbus Industrie, Sale of Goods Act, Member States, Economist Intelligence Unit, National Consumer Council, Taylor Nelson, Older People Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
As this chapter was being written, the author turned to the appointments section of the UK national newspapers. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
council flats, strategic formula, corporate centre strategy, total organizational commitment, preparation element, customer buying behaviour, most functional areas, calendar sales Key Phrases - Capitalized Phrases (CAPs): (learn more)
Financial Times, Bennett Engineering, Third World, European Union, The Times, Bursley Group, Arnold Ltd, Marketing Director, Council Areas, Credit Suisse, John Kay, General Electric, Target Group Index, Eastern Europe, Philip Kotler, Market Research Society, Acme Foods, Office of Fair Trading, Airbus Industrie, Sale of Goods Act, Member States, Economist Intelligence Unit, National Consumer Council, Taylor Nelson, Older People Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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