| This update second edition features:
New sections on e-commerce,'new' marketing,marketing ethics,and technical developments such as data warehousing and data mining Updated and expanded referencesa to help the reader expore further A new design and clear layout Incorporation of learing objectives Additional web material at www.thomsonlearning.co.uk |
| Geoffrey Randall is an independent consultant specializing in helping companies improve their performance through marketing training and consultancy,he also works in management education.He runs in-house training courses for major companies and has wide teaching experience at various levels.He was head of the business school at the University of Greenwich and served on several national bodies in the field of business education as well as working in industry for ten years.He is author of five other books,including Trade Marking Strategies,Branding ,and with Andrew Seth ,The Grocers:The rise and rise of the supermarket chains.
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| Figures in main text ix Tables in main text xi Preface xiii 1 Introcuction 2 Marketing strategy :delivering customer value 3 E-commerce and marketing 4 Understanding environments and markets 5 Understanding customers and consumers 6 Marketing information 7 Segmentation and targeting 8 differentiation and positioning 9 Product policy and branding 10 New product development 11 Pricing 12 Marketing communications 13 Personal selling 14 Distribution 15 Marketing of services 16 Business-to-business marketing 17 International marketing 18 Putting it all together-marketing planning Bibiography Index |
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