The busy manager's guide to marketing. (©2009)

• Record Type: Book
• Further Information: Note: Bill Donaldson.
• Other Names: Donaldson, Bill
• Contents: Cover -- Contents -- List of Figures -- List of Tables -- References -- Acknowledgements -- Foreword -- 1 The Concept of Marketing -- Introduction -- The Concept of Marketing -- 2 The Marketing Process -- The Process -- The Product -- Segmentation -- The Marketing Mix -- Critical Success Factors -- Marketing Information System -- 3 Marketing Analysis -- Marketing Audit -- Competitor Analysis -- Customer Analysis -- Strengths, Weaknesses, Opportunities and Threats Analysis -- 4 The Marketing Planning Process -- Values and Mission Statement for the Business -- The Key Elements in the Marketing Plan -- The Product Plan -- The Pricing Plan -- The Distribution Plan -- The Promotion Plan -- The Marketing Plan -- 5 Service, Quality and Relationships -- Customer Service -- Empowerment -- Customer Satisfaction -- Quality -- Business Relationships -- 6 From Local to Global -- Cultural Differences -- Globalisation -- Agency Laws in the European Union -- Organising Marketing in Foreign Countries -- Foreign Marketing Relationships -- Final Word -- Index.
• Publisher Details: Woodeaton, Oxford : Goodfellow Pub
• Publication Date: 2009
• Copyright Date: 2009
• Extent: 1 online resource (xiv, 126 pages), illustrations
• Subjects: 658.8; Marketing; Selling; BUSINESS & ECONOMICS -- Distribution; BUSINESS & ECONOMICS -- Marketing -- General; Marketing; Selling; Electronic books
• Languages: English
• ISBNs: 9781906884956; 1906884951; 1282897160; 9781282897168; 9786612897160; 6612897163
• Related ISBNs: 9781906884062
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.