Strategic Marketing Management (RLE Marketing)

By:

Gordon Foxall

Format:

Paperback / softback

Series:

Routledge Library Editions: Marketing

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Description

This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is developed within the framework of managerial information systems. In the chapters which deal with the elements of the marketing ‘mix’, the interrelated nature of these variables is emphasized. The book illustrates how the successful marketing manager can master each ‘weapon’ in the marketing ‘armoury’ and how (s)he can integrate those weapons to achieve the right mix for each product. The accent on integrated marketing continues in the final section where differentiated marketing is presented as an integrative framework and where the systematic control of marketing operations is described. This book is for students who will one day be managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.

Author Biography:

Multivolume collection by leading authors in the field

Release date Australia

November 26th, 2015

Author

Gordon Foxall

Audiences

Professional & Vocational
Tertiary Education (US: College)

Pages

290

Series

Routledge Library Editions: Marketing

Dimensions

156x234x15

ISBN-13

9781138982970

Product ID

25508601

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