"The Principles of Marketing" offers a comprehensive overview of marketing. Geoffrey Randall roots the central principles of marketing within the framework of general management practice. He covers marketing information, research, segmentation, product policy and development, the elements of the marketing mix and includes consideration of services, industrial markets and the international framework. He shows how these elements can be drawn together in the development of strategy, its implementation and control. Adopting a fully integrated approach, he relates these issues to other management functions like operations, analyzing techniques such as Just-in-Time and quality control which have relevance throughout the management sphere. By looking at a wide variety of industries and the skills that are needed in different contexts, Geoffrey Randall emphasizes how far marketing is a central part of any type of organization.

Principles of Marketing (Routledge Series in the Principles of Management)

Business & Money

Randall, Geoffrey

Management & Leadership

Cengage Learning EMEA

Effective Marketing will be ideal for those who need to grasp the essentials of marketing quickly. The book divides into three sections: the first looks at marketing as a concept, the second at marketing in practice and the third shows how to - and how not to - put together a marketing plan. Key topics covered include marketing as a strategic tool, environment and markets, customers and consumers, products and services, pricing and distribution, communication and promotion, planning for success, and teamwork. Concise, clearly structured and practical, this book will spark off marketing ideas and show how to turn them into successful marketing practice.

Effective Marketing (Self-Development for Managers)

Part of a series on marketing, this book is aimed at consumer goods manufacturers faced with the challenge of increased retailer power. It identifies key trends and the issues arising out of them, assesses the implications for manufacturers and poses managers' crucial questions. Some basic description is given of such things as EPOS, DPP and space management for the benefit of those who have not come across them and will be of value to anyone studying marketing in a polytechnic or university business school. The book begins with a description of the current situation. It attempts to sort reality from some of the myths surrounding the relationship between manufacturers and retailers. It concludes that retailer power is here to stay in most markets in most countries, and that manufacturers must adapt to this fact. The newer techniques of direct product profitability and space management are discussed. The need to identify who in the customers' organizations you should be in contact with is described, and the need to plan and manage the relationship is argued. A step-by-step approach to organization design is set out, followed by a discussion of possible structures. The book ends with a checklist of the actions which all manufacturers should be taking in order to cope with the challenges of the future.

Marketing to the Retail Trade (Marketing Series)

Butterworth-Heinemann

The concept of the brand is changing, yet it remains central to the strategy of many companies, especially in the service sector. This book provides a brief guide to how strong brands are built and maintained. It has been written in the light of recent developments and challenges to branding.

Branding (Marketing in Action)

Marketing & Sales

Kogan Page.

The Grocers is a unique, in-depth examination of the astonishing rise and rise of the major international supermarkets which have led in way in the retailing revolution of the past 20 years. The authors unrivalled access to the top decision-makers in all the leading companies makes the book a 'must read' for anyone in business today, retailers, managers, or students who wish to learn from the companies which have blazed the trail in the area of competencies, competitive strategies, marketing, internationalization, and world best practice customer service levels.

The Grocers: The Rise and Rise of the Supermarket Chains

Seth, Andrew

Industries

What separates a brand from a mere product? In this updated and revised new edition of ""Branding: A practical guide to planning your strategy,"" Geoffrey Randall poses this question. Examining leading brands such as Coca-Cola and IBM, he argues that the difference lies in providing a perceived quality and an ability to respond to changes in consumer tastes. The book examines these issues and provides practical help and advice on planning and launching a brand. It analyses the impact of the global market on branding and discusses how new brands can be planned and launched. The Internet is also explored and its effects on existing and new brands are discussed. Further practical advice is also included such as how to: * Advertise and promote a brand * Launch brands in service businesses and in business-to-business markets * Make an impact on a global market * Conduct brand planning and create a successful corporate strategy * Assess the impact of e-commerce and the Internet on brands and branding

Branding: A Practical Guide to Planning Your Strategy

Over the last 20 years, retailing has become one of the most dynamic industry sectors and the supermarket chains in particular have become the focus of regular headline news. The history of retailing, though, goes back much further.

Kogan Page Business Books

The Grocers is an authoritative history and analysis of the British supermarket industry, completely updated in this new edition. It describes the fiercely competitive struggle between the major players and analyses the successes and failures of well-known brands. It tells the continuous story of Britain's undoubted winner, Tesco, who is dominant in its home market and increasingly successful in international markets such as the USA, and Asda, owned by Wal-Mart, the biggest retailer in the world. The book examines the main players in the ever-changing European market and the Wal-Mart dominated USA market. The authors identify the key factors behind success so far and the qualities that will be needed to survive and win in this evolving industry. Highlighting internet shopping and other "new ways of shopping," The Grocers discusses how challengers such as Ocado, an internet-only retailer, will create new challenges for existing companies. The third edition covers the extensive developments that have revolutionized the grocery trade in the last 10 years, including regional players taking over established, global brands. Moreover, it examines current issues such as retailing in a recession, the rise of the hard discounters, and increasing international competition.

The Grocers: The Rise and Rise of Supermarket Chains

As more producers' outlets are dominated by the main retail groups, manufacturers have to sell to the trade first to get space on retailers' shelves alongside own label products. The case for marketing to the trade is increasing and changing, and this book develops and provides strategies for this area of marketing. Manufacturers have two - and only two - strategies for success: *build and maintain strong brands *deliver outstanding customer service to retailers. The first has been neglected recently, which will create disastrous consequences in the medium to long term and the second forces companies to change not only their strategies, but their culture and organizational structures. The book is intended for practitioners and managers who are responsible for finding practical solutions to real problems. Key trends and real issues arising out of them will be familiar to those responsible for marketing in the FMCG section as well as to students of marketing.

Trade Marketing Strategies: The Parnership Between Manufacturers, Brands and Retailers (The Marketing Series)

Leading international food retailers have in recent years expanded beyond national boundaries and started to operate on a global scale. This book describes the current state of play, looking in detail at the main competitors worldwide and analyzing the factors underlying their successes and failures. The authors are leading commentators on this industry and identify the essential characteristics of a global strategy in food retailing and include many compelling examples.

Supermarket Wars: Global Strategies for Food Retailers

Seth, A.

Economics

PALGRAVE~MACMILLAN

See the best price to sell, buy, or rent books by Randall, Geoffrey. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Randall, Geoffrey

See the best price to sell, buy, or rent books by Randall, Geoffrey. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Principles of Marketing (Routledge Series in the Principles of Management)

Effective Marketing (Self-Development for Managers)

Marketing to the Retail Trade (Marketing Series)

Branding (Marketing in Action)

The Grocers: The Rise and Rise of the Supermarket Chains

Branding: A Practical Guide to Planning Your Strategy

The Grocers: The Rise and Rise of the Supermarket Chains

The Grocers: The Rise and Rise of Supermarket Chains

Trade Marketing Strategies: The Parnership Between Manufacturers, Brands and Retailers (The Marketing Series)

Supermarket Wars: Global Strategies for Food Retailers