John Winkler

Marketing for the Developing Company (RLE Marketing) (eBook, ePUB)

• Format: ePub

Produktbeschreibung

This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical 'jargon' has deliberately been avoided to ensure a straightforward presentation of marketing facts.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 274
• Erscheinungstermin: 17. Oktober 2014
• Englisch
• ISBN-13: 9781317646068
• Artikelnr.: 41784698

Autorenporträt

John Winkler

Inhaltsangabe

Part 1: The How and Why of Marketing 1. What Makes Markets 2. How Markets
Work 3. Getting Goods to Market: Distributive Trades 4. The Market as a
Behavioural System Part 2: The Measurement of Marketing 5. Predicting the
Market Future 6. The Examination of Markets 7. Evaluating the Company's
Performance 8. Financial Controls Part 3: Planning for Marketing 9. Product
Planning 10. Pricing Strategy 11. Market-Testing New Products 12. The
Management of Marketing Part 4: Marketing Communications 13. Sales
Management, Organisation, Control 14. Sales Promotion: Pushing Products to
the Buyers 15. Advertising: Pulling Buyers to the Products 16. Persuasive
Publicity: Press Relations. Conclusion.