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Marketing

  • Textbook
  • © 1989

Overview

Authors:
  1. Robert G. I. Maxwell

    1. Croydon College, UK

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Table of contents (15 chapters)

  1. Front Matter

    Pages i-x
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  2. Behaviour and the Environment — People, Products and Marketing

    1. Front Matter

      Pages 1-1
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    2. The Way We Buy

      • Robert G. I. Maxwell
      Pages 3-13

    3. The Way Business Buys

      • Robert G. I. Maxwell
      Pages 14-25

    4. Where Marketing Begins

      • Robert G. I. Maxwell
      Pages 26-35

    5. Pinpointing Markets

      • Robert G. I. Maxwell
      Pages 36-46

  3. The Marketing Mix

    1. Front Matter

      Pages 47-47
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    2. What is a Product?

      • Robert G. I. Maxwell
      Pages 49-67

    3. Goods to People or People to Goods?

      • Robert G. I. Maxwell
      Pages 68-80

    4. What We Call Promotion

      • Robert G. I. Maxwell
      Pages 81-106

    5. The Personal Touch

      • Robert G. I. Maxwell
      Pages 107-130

    6. How Much Shall We Charge?

      • Robert G. I. Maxwell
      Pages 131-149

    7. What Do We Know?

      • Robert G. I. Maxwell
      Pages 150-174

  4. Marketing Strategy and Business Policy

    1. Front Matter

      Pages 175-175
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    2. The Product Life Cycle

      • Robert G. I. Maxwell
      Pages 177-195

    3. Most Businesses Deal in More Than One Product

      • Robert G. I. Maxwell
      Pages 196-205

    4. What the Future Will Bring

      • Robert G. I. Maxwell
      Pages 206-222

    5. Putting it all Together

      • Robert G. I. Maxwell
      Pages 223-234

    6. In Different Circumstances…

      • Robert G. I. Maxwell
      Pages 235-249

  5. Back Matter

    Pages 250-274
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Keywords

About this book

A guide to marketing, aiming to provide the basic principles of how we purchase, the relation between profit and satisfaction, the European markets of 1992, marketing techniques, market differentiation, suppliers, promotion, and technology in selling.

Authors and Affiliations

  • Croydon College, UK

    Robert G. I. Maxwell

Bibliographic Information

  • Book Title: Marketing

  • Authors: Robert G. I. Maxwell

  • DOI: https://doi.org/10.1007/978-1-349-20141-9

  • Publisher: Red Globe Press London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Robert G. I. Maxwell 1989

  • Edition Number: 1

  • Number of Pages: X, 274

  • Additional Information: Previously published under the imprint Palgrave

  • Topics: Marketing

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