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Marketing Management : Integrating Theory and Practice by Tony Proctor is a book available to read on EtoBox.

What is Marketing Management : Integrating Theory and Practice about?

xxvi, 528 pages : 25 cm Tony Proctor's Marketing Management provides a highly accessible & rigorous introduction to the theory & practice of marketing management. Clear analysis of the fundamental theories, concepts & techniques is integrated with marketing in practice Includes bibliographical references and index 1. The marketing concept and the nature of marketing management -- 2. The marketing environment -- 3. Understanding the customer -- 4. Competition -- 5. Marketing information systems and decision support mechanisms -- 6. Marketing research -- 7. Market segmentation -- 8. Market targeting and positioning -- 9. Marketing strategy and planning -- 10. Product strategy -- 11. New product strategy -- 12. Pricing decisions -- 13. Overview of marketing communications -- 14. Advertising -- 15. Selling -- 16. Sales promotion and other methods -- 17. Distribution -- 18. Marketing control and organization -- 19. International marketing

Author

Tony Proctor

Publisher

London ; New York: International Thomson Business Press

Published

1996

Language

EN

ISBN

9780412623509