This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients - productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods - both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
- ISBN10 0046582355
- ISBN13 9780046582357
- Publish Date May 1982
- Publish Status Out of Print
- Out of Print 6 December 1991
- Publish Country GB
- Publisher HarperCollins Publishers
- Imprint HarperCollins Publishers Ltd
- Format Paperback
- Pages 256
- Language English