Principles of Marketing (Routledge Series in the Principles of Management)

by Geoffrey Randall (Author)

• Used

  Paperback
  1993

  $5.57

  The Principles of Marketing offers a comprehensive overview of marketing. Geoffrey Randall roots the central principles of marketing within the framework of general management practice. He covers marketing information, research, segmentation, product policy and development, the elements of the marketing mix and includes consideration of services, industrial markets and the international framework. He shows how these elements can be drawn together in the development of strategy, its implementation and control. Adopting a fully integrated approach, he relates these issues to other management functions like operations, analyzing techniques such as Just-in-Time and quality control which have relevance throughout the management sphere. By looking at a wide variety of industries and the skills that are needed in different contexts, Geoffrey Randall emphasizes how far marketing is a central part of any type of organization.

• Used

  Paperback
  2001

  $11.11

  This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.

• Used

  Hardcover
  1993

  $11.07