Publisher's Synopsis
This edition of a well-established Gower Handbook has had numerous chapters added since the previous edition, on subjects as diverse as relationship marketing and international marketing research, and there are many new contributors. - - Part I reflects the need for a strategic view of the marketing function and looks in detail at information systems, planning, environment analysis and competitor analysis. Part II covers the organization of marketing, including recruitment, training, brand management and finance. Part III looks at product development (including services), and Part IV at distribution. Finally, Part V examines a number of aspects of marketing where new developments are making a profound impact and casts fresh light on such familiar topics as advertising, sales promotion, direct mail and franchising. - - The 35 contributors represent an immense range of expertise. They are all acknowledged leaders in their chosen field, with practical experience of marketing.
