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AuthorRickard, Levela
TitleThe Financial Times marketing casebook / Levela Rickard and Kit Jackson
Imprint Harlow, England : Financial Times/Prentice Hall, 2000
Edition 2nd ed.
Descript viii, 171 p. ; 25 cm

CONTENT

Marketing Dynamics -- European Marketing Environment -- Consumer Behaviour -- Organisational Buying Behaviour -- Segmenting Markets -- Marketing Information and Research -- Anatomy of a Product -- Product Management -- New Product Development -- Price -- Pricing Strategies -- Marketing Channels -- Retailers and Wholesalers -- Communication and the Promotional Mix -- Advertising -- Sales Promotion -- Personal Selling and Sales Management -- Direct and Internet Marketing -- Public Relations, Sponsorship and Exhibitions -- Strategic Marketing -- Marketing Planning, Management and Control -- Services and Non-profit Marketing -- International Marketing


Marketing -- Case studies

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