Marketing management : strategy and action. /
Henry, Assael
- Boston, Mass. : Kent Publ., 1985.
- xix, 750 + various pagings : ill.; 24cm.
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.