Author : Nigel Piercy
Publisher : Routledge
Page : 260 pages
File Size : 16,12 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317642694
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing function The analytical perspectives of information-processing theories of organisation The relationship between structure and information Organisational processes
Author : Colin Gilligan
Publisher : Routledge
Page : 330 pages
File Size : 40,93 MB
Release : 2013-01-04
Category : Business & Economics
ISBN : 1135133867
This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context. It discusses the firm’s strategic position: how it is orientated at present to take advantage of international marketing opportunities and how its strategy is developing. It: Stresses the wide differences between different overseas markets and the importance of handling sensitively particular local features. Examines the need to structure the whole business organisation in the right way and make international marketing effective Discusses the importance of communication and control Throughout case studies are used to highlight particular issues.
Author : Nigel Piercy
Publisher : Routledge
Page : 242 pages
File Size : 29,90 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317645359
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
Author : Gordon Foxall
Publisher : Routledge
Page : 290 pages
File Size : 50,50 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317647009
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 managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Author : Nigel Piercy
Publisher : Routledge
Page : 543 pages
File Size : 39,90 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317652770
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Author : Peter Spillard
Publisher : Routledge
Page : 218 pages
File Size : 24,58 MB
Release : 2014-09-19
Category : Business & Economics
ISBN : 1317644050
Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.
Author : John A. Dawson
Publisher : Routledge
Page : 380 pages
File Size : 38,16 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317647300
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
Author : Gordon Foxall
Publisher : Routledge
Page : 235 pages
File Size : 40,58 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317646991
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 managers: its emphasis is therefore on what is possible in marketing management and the most effective means by which marketing objectives can be attained.
Author : Nigel Piercy
Publisher : Routledge
Page : 284 pages
File Size : 45,5 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317654013
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company’s exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Author : Gordon Foxall
Publisher : Routledge
Page : 283 pages
File Size : 30,39 MB
Release : 2014-09-15
Category : Business & Economics
ISBN : 1317647246
This volume is concerned with understanding the factors that determine innovation and its contribution to corporate achievement. It considers the whole range of innovation, consumer and industrial, and both final and intermediate buying behaviour. Although the tenor of the book is towards understanding and evaluation, its ultimate concerns are with the practicalities of marketing and corporate innovation.
