Gower handbook of marketing /
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| Edition: | 4th ed. |
|---|---|
| Imprint: | Aldershot, Hampshire, England ; Brookfield, Vt., USA : Gower, c1995. |
| Description: | xxvi, 646 p. : ill. ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/1836961 |
Table of Contents:
- Introduction
- The future of marketing and the marketing profession
- Part I. Developing a Marketing Strategy
- Information systems for marketing
- The marketing database
- Analysing the environment
- Analysing the competition
- The international environment
- Relationship marketing
- Part II. Organizing for Effective Marketing
- The marketing function and its organization
- Recruitment - qualifications and sources
- Selection - media and methods
- Staff development
- Sales management
- Brand management
- Financial aspects of marketing
- Part III. Developing the Product
- Understanding customer behaviour
- The role of research in international marketing
- Product planning
- Product design
- Packaging as a marketing tool
- Pricing as a marketing tool
- Developing and launching a consumer product
- Developing and launching an industrial product
- Developing and launching a service
- Part IV. Distributing the product
- Physical distribution and logistics management
- Retailing
- Door-to-door distribution
- Agents
- Reaching overseas markets
- Part V. The Practice of Marketing
- Market segmentation
- Advertising
- Sales promotion
- Direct mail
- Telephone marketing
- Franchising
- Exhibitions
- Customer service and customer care
- The legal framework
- Index