Marketing: an Introduction

Using cases from the contemporary marketplace in Europe, Japan, South East Asia, the UK and the USA, the authors consider every aspect of marketing from consideration of its role in any organization, through management, strategy, distribution, customer services, pricing strategy, communications and how to organize the workforce. Written by two professors of marketing, with both the practitioner and the student in mind, this book uses a step-by-step approach to demonstrate how a business' asssets can be better managed to meet customer requirements. Market research, competitor analysis as a means of charting marketing strategy and marketing planning are all given due emphasis. Diagrams are used to expand the text where necessary.