Titlebook: Marketing; An Introductory Text Martin Christopher,Malcolm McDonald Textbook 1995Latest edition Martin Christopher and Malcolm McDonald 199

流浪

Product StrategyMost businesses operate by offering more than one product or service to the market place. They can be said to have a . of products or services. Thus, while all the discussion about the life cycle holds true, in reality most companies are managing not one, but a number of different product/service life-cycles.

insular

BrandingIn Chapter 1 we referred to the organisation’s marketing assets. Top of the list was ‘brand names’. Figure 1.2, repeated here as Figure 11.1, depicted the nature of the ‘offer’ made by organisations to their customers.

alabaster

粘

WAG

Product Management more about a company than any other form of marketing activity. Not only are they the source of all revenue and profits today, but they will also be the most important factors in terms of success in the future.

痛苦一下

Communications Strategyoney with this product or win a free holiday with that product. Switch on the radio or TV and the story is much the same. Go to the cinema or drive down the High Street and you are bombarded by similar messages, be they off the screen or from billboards.

記成螞蟻

勤勉

Managing MarketingThe responsibility for creating and maintaining the marketing culture is essentially that of the chief executive, for it is he or she who sets the style within the organisation. However, the responsibility for managing and controlling the marketing function will normally require the attention of designated executives with specific skills.

Excitotoxin

Anterior

ibution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.