Marketing for the Non-marketing Manager

Colin V. Sowter (Autor)

Buch | Softcover

235 Seiten

1995
McGraw-Hill Publishing Co. (Verlag)
978-0-07-707964-2 (ISBN)

Infos

Even today, in a very much marketing orientated business world, there is still a great deal of knowledge required concerning how all the different components of the area relate. It is crucial that managers beyond the marketing department understand the significance of the following: are the means of communicating more important than the actual commodity? Will the same marketing strategy work for another product with equal success? This is a practical guide to marketing, aimed specifically at those outside the marketing department. The reader is guided through every aspect of marketing, supported by exercises at the end of each chapter. These follow-up sessions encourage the reader to seek those ideas applicable to them.

Inhalt

Part 1 The role of marketing: what is marketing?; why do people buy?; what is involved in becoming market-led?; to whom are we selling?; who are our competitors?; how do we set prices?. Part 2 The role of marketing communication: how do we communicate?; how do we sell?; how do we use impersonal communications?; what about overseas?. Part 3 The role of business development: what does the market want?; how do we achieve profitable innovation?; how do we manage the future?.

Produkt-Details

• Erscheint lt. Verlag: 1.7.1995
• Zusatzinfo: illustrations
• Verlagsort: London
• Sprache: englisch
• Maße: 152 x 229 mm
• Gewicht: 3800 g
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• ISBN-10: 0-07-707964-7 / 0077079647
• ISBN-13: 978-0-07-707964-2 / 9780077079642
• Zustand: Neuware