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Essence Marketing

Essence Marketing


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About the Book

"The Essence of Marketing" presents a reference source for managers on short courses, for MBA and other students who want to get to the heart of the subject. It is also intended as a reference for managers and aspiring managers who wish to improve their knowledge and skills. The book aims to summarize the main principles and concepts that an effective manager ought to be familiar with. It examines the definition of marketing and its implications, the knowledge requirements for effective marketing, the marketing mix (role of product, price, promotion), distribution, sales force and its productivity, marketing planning, organization and integration. A brief history is provided of the marketing concept - its role and value to the firm's success. Other areas discussed include consumer behaviour, buying behaviour of industrial customers, segmental opportunities, anticipating future developments, the interface between marketing decisions and overall strategy of the firm, and how to integrate marketing with the corporate plan and with other functions of the firm such as research and development and personnel.

Table of Contents:
Preface 1. An introductory note 2. The marketing concept revisited 3. The marketing mix 4. The input for effective marketing 5. Product policy and planning 6. Price and pricing policy 7. The promotional mix 8. Distribution and logistics 9. Selling 10. Marketing planning 11. Marketing control 12. Organizing for marketing 13. Marketing integration References and further reading Index


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Product Details
  • ISBN-13: 9780132853545
  • Publisher: Pearson Education (US)
  • Publisher Imprint: Financial TImes Prentice Hall
  • Height: 229 mm
  • No of Pages: 280
  • Spine Width: 13 mm
  • Width: 151 mm
  • ISBN-10: 013285354X
  • Publisher Date: 01 Sep 1993
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Weight: 420 gr


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