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| Author: | Wills, G. Kennedy, Sh. H. Cheese, J. |
| Title: | Maximizing marketing effectiveness ! International Management Centres |
| Journal: | Management Decision
1990 : VOL. 28:2, p.1-85 |
| Index terms: | MARKETING EFFECTIVENESS MANAGERS MARKETING EDUCATION MARKETING LITERATURE |
| Language: | eng |
| Abstract: | To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building blocks. In the form of a textbook the key concepts in the art or science of marketing are explained to practising managers. The main units of the textbook are as follows: 1. The role of marketing; 2. The behaviour of customers; 3. Product decisions; 4. Place decision; 5. Price decisions; 6. Promotion decisions; 7. Intelligence planning and organization; 8. Achieving sales. Maximizing Marketing Effectiveness is the work of the Faculty of the International Management Centres (IMC). This ninth revision introduces new chapters on competitive strategy formulation and the importance of customer service. |
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