Strategic Marketing Management (RLE Marketing) (Routledge Library Editions: Marketing)
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Strategic Marketing Management (RLE Marketing) (Routledge Library E...
Author: Foxall, Gordon
Brand: Taylor & Francis Ltd
Edition: 1
Binding: Paperback
Number of Pages: 290
Release Date: 26-11-2015
EAN: 9781138982970
Package Dimensions: 9.2 x 6.1 x 0.7 inches
Languages: English
Details:
Marketing Management explores marketing management within the broader context of corporate policy-making, strategic planning, and the effective implementation and control of business plans. The book highlights the information requirements of marketing management, presenting the concept of the marketing information system within managerial information systems.
The text focuses on the interrelated nature of the key elements of the marketing mix, demonstrating how a successful marketing manager can master and integrate various marketing tools to achieve the right strategy for each product. The final section emphasizes integrated marketing, presenting differentiated marketing as a key framework and detailing the systematic control of marketing operations.
This book is designed for students aspiring to become future managers, with an emphasis on what is achievable in marketing management and the most effective ways to achieve marketing objectives.
