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Mastering Marketing

  • Textbook
  • © 1994

Overview

Authors:
  1. Douglas Foster
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Part of the book series: Macmillan Master (MACMMA)

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Table of contents (11 chapters)

  1. Front Matter

    Pages i-xiii
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  2. Introduction to marketing

    • Douglas Foster
    Pages 1-31

  3. The firm and its markets

    • Douglas Foster
    Pages 32-49

  4. Marketing’s role in management

    • Douglas Foster
    Pages 50-69

  5. Marketing information

    • Douglas Foster
    Pages 70-103

  6. Managing products

    • Douglas Foster
    Pages 104-126

  7. Market management and planning

    • Douglas Foster
    Pages 127-149

  8. Prices, revenue and profits

    • Douglas Foster
    Pages 150-166

  9. The mass communications mix

    • Douglas Foster
    Pages 167-199

  10. Distribution and selling

    • Douglas Foster
    Pages 200-228

  11. Forecasting in marketing

    • Douglas Foster
    Pages 229-248

  12. Some other aspects of marketing

    • Douglas Foster
    Pages 249-274

  13. Back Matter

    Pages 275-287
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About this book

This highly successful book has now been thoroughly revised and extended to cope with marketing in the nineties. Two new chapters have been added, on Pricing and Sales Forecasting, while the impact of computers, information systems, logistics and other developments have been covered. The book treats marketing as an activity that can be applied to both manufacturing and service industries, and in both trading and non-trading areas. Written for students needing a good general introduction to marketing, and business people who need to learn more about this vital area of modern business practice. The writers draw on their wide experience both in business and as teachers, leading to a book which is academic enough for examination purposes, but practical enough to provide immediate benefit to managers.

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