This text focuses on the major decisions marketing managers and top management face in their efforts to harmonize the objectives and resources of an organization and the needs and opportunities of the marketplace. It applies marketing thinking to products and services, consumer and industrial markets, profit and nonprofit organizations, domestic and foreign companies, small and large firms, manufacturing and middlemen businesses, and low-tech and high-tech industries. Boxed exhibits in the texts have been classified and colour-coded into four groups - strategies, marketing concepts and tools, marketing environment and trends, and companies and industries. The book also includes material on local marketing, category management, total quality improvement programmes, trade shows, and building a marketing culture. There are statistics and analyses of new trends and developments in the environment, a discussion of strategic marketing, a description of developments in marketing planning, organization, implementation and control. The growing use of computers, telecommunications and other new technologies in improving marketing planning and performance is also covered.
- ISBN10 0135562678
- ISBN13 9780135562673
- Publish Date March 1988 (first published April 1972)
- Publish Status Out of Print
- Out of Print 24 October 2009
- Publish Country GB
- Publisher Longman
- Imprint Longman Higher Education
- Edition 6th Revised edition
- Format Paperback
- Pages 848
- Language English