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Author: Nigel Piercy
Publisher: Routledge
ISBN: 1317652770
Category : Business & Economics
Languages : en
Pages : 543
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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: Nigel Piercy
Publisher: Routledge
ISBN: 1317652770
Category : Business & Economics
Languages : en
Pages : 543
Get Book Here
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: Nigel Piercy
Publisher: Routledge
ISBN: 1317652762
Category : Business & Economics
Languages : en
Pages : 480
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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: John Winkler
Publisher: Routledge
ISBN: 1317646061
Category : Business & Economics
Languages : en
Pages : 229
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Book Description
This book takes the reader through the underlying theory of marketing and applies it to the developing business. Research and analysis, testing and product planning follow, and lead on to more practical advice on small company sales organisation and control, advertising and promotion. Many practical examples of industrial and consumer goods marketing are given, and technical ‘jargon’ has deliberately been avoided to ensure a straightforward presentation of marketing facts.
Author: Nigel Piercy
Publisher: Routledge
ISBN: 1317642694
Category : Business & Economics
Languages : en
Pages : 260
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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: 1317645359
Category : Business & Economics
Languages : en
Pages : 242
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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: Arnold K. Weinstein
Publisher: Routledge
ISBN: 1317638050
Category : Business & Economics
Languages : en
Pages : 230
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Book Description
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.
Author: John O'Shaughnessy
Publisher: Routledge
ISBN: 1317646010
Category : Business & Economics
Languages : en
Pages : 765
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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: Dennis J. Gayle
Publisher: Routledge
ISBN: 1317663128
Category : Business & Economics
Languages : en
Pages : 270
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Book Description
The Caribbean now has one of the largest regional tourism industries in the world amongst developing countries. When originally published this volume was the first to provide a comprehensive discussion of tourism in this part of the world. It begins with an overview of the industry and then examines aspect of tourism marketing and management on a region-by-region basis, covering the Bahamas, Jamaica, Barbados, St Lucia, Trinidad and Tobago, Guyana and Cuba. Detailed analysis follows of sectors within the industry, such as heritage and health care, with central issues such as the intense competition between the cruise ship and hotel industries being highlighted. Discussion of the impact of US and EU policies on Caribbean tourism provides an important international perspective. Throughout, the focus is on the contribution of the regional tourism industry to Caribbean economic growth and development.
Author: Gordon Foxall
Publisher: Routledge
ISBN: 1317647009
Category : Business & Economics
Languages : en
Pages : 290
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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 Linacre
Publisher: Routledge
ISBN: 1317661710
Category : Business & Economics
Languages : en
Pages : 236
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Book Description
The account handler is a key person within an advertising agency, liaising between the client on the outside and the planning, creative and media function within. This book presents essential checklists for each aspect of the planner’s role: presentations made to clients, briefing creative and media teams, and helping to get the best out of both client and agency.
