Providing a practical guide to marketing decision-making and to developing marketing strategy, this text focuses on the issues of most concern to senior executives. The role of marketing in the modern organization is explored through a review of important concepts and techniques that managers need in order to analyze today's markets and capitalize on emerging opportunities. The reader is shown how to develop a marketing orientation in the organization and how this affects profit, growth and security. The development and implementation of marketing strategy through effective product, pricing and distribution, communications and service policies is then examined.
- ISBN10 1280601868
- ISBN13 9781280601866
- Publish Date 1 January 2006 (first published 1 March 1994)
- Publish Status Active
- Out of Print 31 December 2013
- Publish Country US
- Imprint FT Press
- Format eBook
- Pages 461
- Language English