MTU Library Catalogue

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Marketing : an analytical perspective / Peter Mudie.

By: Mudie, Peter.
Material type: materialTypeLabelBookPublisher: London : Prentice Hall, 1997Description: xii, 368 p. : ill., forms ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0133577570; 9780133577570.Subject(s): Marketing | Business and Management | Business & Management | Sales & marketing management | Sales & marketingDDC classification: 658.8 MUD Summary: The book takes an operational approach, focusing on practical aspects of marketing such as analysing a market, evaluating a direct market campaign or sales force performance. The book sets out to bring these concepts alive in practical formats.
Holdings
Item type Current library Call number Status Barcode
General lending MTU Kerry North Campus Library First Floor Main 658.8 MUD (Browse shelf(Opens below)) Available 38888000798235
Total holds: 0

Enhanced descriptions from Syndetics:

This book offers the practical step-by-step guidance and information marketing professionals need to do the job effectively. This is a detailed introduction to the practical side of marketing that professionals must deal with every day. Learn how to analyze markets, evaluate direct mail campaigns, and review sales force performance. The book covers customer satisfaction, loyalty and corporate image issues; quality, design, pricing, promotion, media planning, customer care, and the legal aspects of marketing. Worked calculations and sample survey data show the marketing professional how to take advantage of techniques from statistics, economics, accounting and behavioral science. This book will be valuable to all marketing professionals and students.

Includes index.

Includes bibliographical references and index.

The book takes an operational approach, focusing on practical aspects of marketing such as analysing a market, evaluating a direct market campaign or sales force performance. The book sets out to bring these concepts alive in practical formats.

Table of contents provided by Syndetics

  • Consumer Perspectives (p. xxx)
  • Satisfaction, Loyalty and Corporate Image
  • Market Analysis
  • Financial Aspects of Marketing
  • Quality and Design
  • Pricing
  • Promotion $mdash; Sales Force Evaluation, Media Planning and Direct Marketing
  • Customer Service and Care
  • Retailing
  • Legal Aspects of Marketing
  • Data Presentation