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Essentials of marketing management / Geoff Lancaster and Lester Massingham.

By: Lancaster, Geoffrey, 1938-.
Contributor(s): Massingham, Lester.
Publisher: London ; New York : Routledge, 2011Description: xxv, 524 p. : ill. ; 26 cm.ISBN: 9780415553469 (hardback); 9780415553476 (pbk.); 9780203847206 (ebook).Subject(s): Marketing -- Management
Contents:
Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.
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ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

Գրապահոց
Non-fiction 339 E-80 Not For Loan 000027648
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ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

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Non-fiction 339 E-80 Not For Loan 000027647
ՀՊՏՀ գրադարան

ՀԱՅԱՍՏԱՆԻ ՊԵՏԱԿԱՆ ՏՆՏԵՍԱԳԻՏԱԿԱՆ ՀԱՄԱԼՍԱՐԱՆԻ ԳՐԱԴԱՐԱՆ

Գրապահոց
Non-fiction 339 E-80 Not For Loan 000016109
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Includes bibliographical references and index.

Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.

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