ABSTRACT
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
TABLE OF CONTENTS
part I|57 pages
The Marketing Concept – A Strategic Perspective for the 1980s
part Ii|41 pages
Marketing Within its Management Development Context
part Iii|62 pages
Tools of Marketing – A Creative Approach
part Iv|45 pages
Marketing in Service Industries
part V|20 pages
Case Studies