A guide to management skills in marketing. Three primary sections guide readers through the management functions of marketing. The first section, on planning, covers input into the company plan, information collection and forecasting, and assessing the ingredients of the "marketing mix". The second part discusses organizing, including not only structures but also the practical skills of delegating, objective setting, working with groups and communications. The last section, on controlling, covers profit responsibilities, cash-flow analysis, and the effectiveness of marketing expenditures.
- ISBN10 8174460225
- ISBN13 9788174460226
- Publish Date 30 April 2005 (first published 1 January 1982)
- Publish Status Active
- Publish Country IN
- Imprint Excel Books
- Edition Revised edition
- Format Paperback
- Pages 224
- Language English