Basic marketing management

This text focuses on all aspects of planning, coordinating and executing marketing strategy. It introduces core marketing management concepts for the Year 2000 business environment. Globalization is a running theme throughout the text.

The role of marketing in organizations and society; marketing strategy; customer analysis; marketing segmentation and product differentiation; competitive analysis and product positioning; product development and testing; brand management; services marketing; pricing; selecting distribution channels; personal selling and sales force management; direct marketing; designing advertising programmes; sales promotion and public relations; international marketing; marketing planning. Appendices: the case method; sample case: Cook, Inc; sample case write-up for Cook, Inc.