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Effective marketing / Geoffrey Randall.

By: Material type: TextSeries: Self-development for managersPublication details: London ; New York : Routledge, 1994.Description: vii, 152 p. : ill. ; 21 cmISBN:
  • 0415102367
ISSN:
  • 9780415102360
Subject(s): LOC classification:
  • HF5415 .R322
Contents:
1. What is marketing about? 1 What it can and can not do 2. Understanding what we can't control Environments, markets, competitors 17 3. Understanding customers and consumers The most important people in our world 31 4. Information for marketing What do we need to know and how do we find out? 45 5. Using what we can control The marketing mix, segmentation and targeting 59 6. Existing products, new products Deciding what we should be offering our customers 73 7. Setting the price Satisfying marketing and profit objectives 91 8. Communicating with markets What do we want to communicate, to whom and how? 105 9. Distributing the products Getting our products to the right place at the right time 121 10. Putting it all together Strategy and planning 131 References 149 Index 151
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Include index.

1. What is marketing about? 1
What it can and can not do
2. Understanding what we can't control
Environments, markets, competitors 17
3. Understanding customers and consumers
The most important people in our world 31
4. Information for marketing
What do we need to know and how do we find out? 45
5. Using what we can control
The marketing mix, segmentation and targeting 59
6. Existing products, new products
Deciding what we should be offering our customers 73
7. Setting the price
Satisfying marketing and profit objectives 91
8. Communicating with markets
What do we want to communicate, to whom and how? 105
9. Distributing the products
Getting our products to the right place at the right time 121
10. Putting it all together
Strategy and planning 131
References 149
Index 151

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