Gower Handbook of Marketing
Michael J. Thomas
This edition of a well-established Gower Handbook has had numerous chapters added since the previous edition on subjects as diverse as relationship marketing and international marketing research and there are many new contributors. Part I reflects the need for a strategic view of the marketing function and looks in detail at information systems planning environment analysis and competitor analysis. Part II covers the organization of marketing including recruitment training brand management and finance. Part III looks at product development (including services) and Part IV at distribution. Finally Part V examines a number of aspects of marketing where new developments are making a profound impact and casts fresh light on such familiar topics as advertising sales promotion direct mail and franchising.

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Gower Handbook of Marketing

  • Publisher: Ashgate
  • ISBN: 9780566074417
  • Availability: In Stock
  • €87.50
  • Ex Tax: €87.50