Contents
An introductory note
The role of marketing in a modern firm: a holistic approach
The marketing concept revisited
Marketing as a corporate attitude
Marketing as a function
The marketing mix
Marketing mix analysis
The input for effective marketing
How much knowledge?
Marketing profile analysis
The value of intelligence
The market and marketing research process
Methods of forecasting demand
Product policy and planning
The product life-cyde reviewed
Product portfolio management
Branding
Price and pricing policy
Supply and demand
Pricing in a monopoly
Pricing in an oligopoly
Different ways of looking at price
Pricing and costs
Price and the product life-cycle
The product portfolio
Price and the customer perspective
Pricing and image
The use of discounts
Summary
The promotional mix
Promotional channels
Promotion objectives
Advertising
Promotions
Direct marketing
Preparing the communication plan
Distribution and logistics
Marketing channels
The choice of intermediaries
Power in the distribution channel
Channel motivation
The logistics of distribution
Customer service
Developments in distribution
Selling
T'ne sales force: its role and objectives
Improving the productivity of the sales force
Sales force size
The salesperson's 'profit and loss account
Marketing planning
Benefits of marketing planning
Understanding the process
Aids to marketing planning
Formulating marketing strategies
Marketing control
Different types of control
Strategic control
Managerial effectiveness and efficiency control
Operational controls
Organizing for marketing
The development of organizations
The subactivities of an effective marketing organization
Types of marketing organization
Centralization versus decentralization
Marketing organizations at the integrated phase of
development
Main considerations
Marketing integration
The meaning and scope of integration
References and further reading
Index
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