The Marketing Book - Couverture souple

Couverture souple

ISBN 10 : 0750600233 ISBN 13 : 9780750600231

Editeur : Butterworth-Heinemann Ltd, 1991

Synopsis

This revised edition is part of a series designed for students studying for the Chartered Institute of Marketing's Certificate and Diploma qualifications. New material is included on information technology, explaining first the nature of IT and its importance. Attention is then focused on the impact of IT on marketing and two areas of particular importance to marketing managers - database marketing and marketing information systems. In an analysis of the factors underlying successful brand development, quality and service are shown to be more important than advertising. The book then explores the comparative advantages of buying brands versus building and developing them internally, as well as the logic and economics behind brand extension strategies. With the approach of 1992 in Europe and the continuing growth of international competition, the opportunity has been taken to add a review of international marketing by including information focused on getting started in the field. This handbook stresses the importance of in-depth marketing research and provides detailed guidance on how to undertake this and assess both the risk and opportunities involved. Practical advice is also offered on overcoming psychic or psychological distance, segmentation, modes of market entry and dealing with competitive response.

A propos du livre

Présentation de l'éditeur

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice.

Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 1991
• Langue: anglais
• ISBN 10: 0750600233
• ISBN 13: 9780750600231
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 440
• Éditeur: Baker Michael J.
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible