Marketing management : strategy and action. / Henry, Assael
Material type: TextPublisher: Boston, Mass. : Kent Publ., 1985Description: xix, 750 + various pagings : ill.; 24cmISBN: 0534047882 9780534047887Subject(s): MarketingLOC classification: HF5415.13.AS7Item type | Current location | Home library | Call number | Copy number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.AS7 (Browse shelf) | 1 | Available | 2373/12 |
Includes index.
Contents: Marketing planning and strategy: The Nature of marketing -- Identifying marketing opportunity -- Opportunity and changing marketing environment -- Marketing planning and strategy -- Defining and measuring marketing opportunity : Consumer and organizational buyer behaviour -- Marketing strategies based on individual and environmental buyer influences -- Marketing information systems and marketing research -- Marketing strategy and marketing mix: Identifying the target market: Market segmentation -- Developing and positioning new products -- Product management and strategy -- Marketing communications -- The Promotional mix -- Advertising management and strategy -- Sales management and strategy --Price determination and pricing strategies -- Distribution management and strategy -- Retail and wholesale management and strategy -- Strategic marketing planning : Strategic marketing planning and corporate growth strategies -- Evaluating the company's product mix -- Marketing evaluation and control -- Special areas of marketing management : International marketing -- Service marketing -- Not-for-profit marketing.
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