TY  - BOOK
AU  - Randall,Geoffrey
TI  - Effective marketing
SN  - 0415102367
SN  - 978041510
AV  - HF5415 .R322 
PY  - 1994///
CY  - London, New York
PB  - Routledge
KW  - Marketing
N1  - 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

ER  -