Can I read Strategic Marketing Management on EtoBox?

Strategic Marketing Management by Gordon R. Foxall is a book available to read on EtoBox.

What is Strategic Marketing Management about?

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 its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.

Author

Gordon R. Foxall

Publisher

Croom Helm; Croom Helm, Ltd.

Published

1981

Language

EN

ISBN

9780470272657

Subjects

Management, Business