Marketing Management: A European Perspective

Part 1 Strategic marketing management and customer needs: setting the scene - marketing management and a unified Europe contemporary marketing management strategic marketing decisions buyer behaviour segmentation marketing research. Part 2 The marketing mix: product positioning and competitive edge the pricing decision distribution channels - choices for profit and growth advertising - creative strategy, execution and media choice sales promotion - methods, tactics and results direct marketing - theory and application selling and sales management. Part 3 Marketing planning and responding to change: the complete marketing plan and budget portfolio analyais - longer-term strategy and allocation of resources new product development impact of developments in technology on traditional marketing methods.