Overview
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Table of contents (21 chapters)
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The Role of Marketing in Business
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Understanding Customers and Markets
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Managing the Offer
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Positioning the Offer
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Managing Marketing Relationships
Keywords
About this book
The role that marketing plays in guiding corporate strategy is crucial and yet it is still the weak link for so many companies in the process that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.
Authors and Affiliations
About the authors
Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
Bibliographic Information
Book Title: Marketing
Book Subtitle: An Introductory Text
Authors: Martin Christopher, Malcolm McDonald
DOI: https://doi.org/10.1007/978-1-349-23858-3
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Martin Christopher and Malcolm McDonald 1995
Edition Number: 1
Number of Pages: XIII, 336
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing