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  • © 1984

How to Market Computers and Office Systems

Palgrave Macmillan

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Table of contents (15 chapters)

  1. Front Matter

    Pages i-viii
  2. The Scope of Computer Marketing

    • Merlin Stone, Hamish Macarthur
    Pages 1-12
  3. Strategic Overview

    • Merlin Stone, Hamish Macarthur
    Pages 13-25
  4. Strategic Alternatives for Suppliers

    • Merlin Stone, Hamish Macarthur
    Pages 26-38
  5. Understanding the Market

    • Merlin Stone, Hamish Macarthur
    Pages 39-70
  6. Product Policy

    • Merlin Stone, Hamish Macarthur
    Pages 71-96
  7. Prices and Costs

    • Merlin Stone, Hamish Macarthur
    Pages 97-109
  8. Advertising, Promotion and Public Relations

    • Merlin Stone, Hamish Macarthur
    Pages 110-127
  9. Distribution Channels

    • Merlin Stone, Hamish Macarthur
    Pages 128-164
  10. Selling and Account Management

    • Merlin Stone, Hamish Macarthur
    Pages 165-199
  11. After-Sales Service

    • Merlin Stone, Hamish Macarthur
    Pages 200-212
  12. New Product Marketing Strategies

    • Merlin Stone, Hamish Macarthur
    Pages 213-236
  13. Competing with Japanese Suppliers

    • Merlin Stone, Hamish Macarthur
    Pages 237-255
  14. Marketing Objectives and Plans

    • Merlin Stone, Hamish Macarthur
    Pages 256-267
  15. Marketing Organisation

    • Merlin Stone, Hamish Macarthur
    Pages 268-287
  16. Managing and Controlling Marketing

    • Merlin Stone, Hamish Macarthur
    Pages 288-307
  17. Back Matter

    Pages 309-310

Bibliographic Information

Buy it now

Buying options

eBook USD 89.00
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever

Tax calculation will be finalised at checkout

Other ways to access