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Author: Nigel Piercy Publisher: Routledge ISBN: 1317642694 Category : Business & Economics Languages : en Pages : 260
Book Description
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: Nigel Piercy Publisher: Routledge ISBN: 1317642708 Category : Business & Economics Languages : en Pages : 253
Book Description
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 ISBN: 1135133867 Category : Business & Economics Languages : en Pages : 330
Book Description
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 ISBN: 1317645359 Category : Business & Economics Languages : en Pages : 242
Book Description
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: Nigel Piercy Publisher: Routledge ISBN: 1317642694 Category : Business & Economics Languages : en Pages : 260
Book Description
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: Gordon Foxall Publisher: Routledge ISBN: 1317647009 Category : Business & Economics Languages : en Pages : 290
Book Description
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 ISBN: 1317652770 Category : Business & Economics Languages : en Pages : 543
Book Description
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 ISBN: 1317644050 Category : Business & Economics Languages : en Pages : 218
Book Description
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 ISBN: 1317647300 Category : Business & Economics Languages : en Pages : 380
Book Description
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 ISBN: 1317647246 Category : Business & Economics Languages : en Pages : 283
Book Description
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.
Author: J. L. Sewell Publisher: Routledge ISBN: 1317657616 Category : Business & Economics Languages : en Pages : 200
Book Description
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
Author: Nigel Piercy
Author: Nigel Piercy
Author: Colin Gilligan
Author: Nigel Piercy
Author: Nigel Piercy
Author: Gordon Foxall
Author: Nigel Piercy
Author: Peter Spillard
Author: John A. Dawson
Author: Gordon Foxall
Author: J. L. Sewell