MTU Library Catalogue

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Introduction to marketing / John Frain.

By: Frain, John.
Material type: materialTypeLabelBookSeries: M & E BECbooks: Publisher: Plymouth : Macdonald & Evans, 1983Edition: 2nd edition.Description: viii, 248 p. : ill. ; 22 cm.ISBN: 0712109692.Subject(s): MarketingDDC classification: 658.8
Contents:
Marketing: an introduction -- Distribution: the physical processes -- Marketing research -- Marketing communications -- Personal selling -- The marketing frameworks -- The approach to pricing -- Some concluding thoughts.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Store 658.8 (Browse shelf(Opens below)) 1 Available 00032007
General lending MTU Bishopstown Library Store 658.8 (Browse shelf(Opens below)) 1 Available 00032009
General lending MTU Bishopstown Library Store 658.8 (Browse shelf(Opens below)) 1 Available 00033825
General lending MTU Bishopstown Library Store 658.8 (Browse shelf(Opens below)) 1 Available 00044413
General lending MTU Bishopstown Library Store 658.8 (Browse shelf(Opens below)) 1 Available 00073415
Total holds: 0

Enhanced descriptions from Syndetics:

Introduction to Marketing offers all students new to the subject a deep insight into the development of marketing as a 'whole organization' activity. The book focuses on the link between marketing and corporate strategy, combining a detailed coverage of basic themes and issues with a 'how to do it' approach. Comprehensive and accessible in scope and style, the text incorporates numerous examples of 'marketing in action.' .

Bibliography: p241-243. - Includes index.

Marketing: an introduction -- Distribution: the physical processes -- Marketing research -- Marketing communications -- Personal selling -- The marketing frameworks -- The approach to pricing -- Some concluding thoughts.

Table of contents provided by Syndetics

  • 1 Marketing: Its Meaning and Significance
  • 2 Organizational Strategy
  • 3 Strategic Marketing: Its Scope and Function
  • 4 Marketing in its Context
  • Part I Structure and Systems
  • 5 Marketing in its Context
  • Part II Culture, Law and Ethics
  • 6 The Preparation Element
  • Part I Information as the basis for Decision-Making
  • 7 The Preparation Element
  • Part II Customers and Customer Buying Behaviour
  • 8 The Strategic Formula, Element 2
  • 9 The Strategic Formula, Element 3
  • 10 The Strategic Formula, Element 4
  • 11 The Strategic Formula, Element 5
  • 12 The Strategic Formula, Element 6
  • 13 The Broader Base of Marketing
  • 14 Thoughts on Forecasting and Marketing Planning
  • 15 Marketing in the New Millennium
  • Index