This book considers marketing management within the overall
corporate system of business policy-making, strategic planning and
the implementation and control of effective plans. The information
requirements of marketing management are highlighted and the
marketing information system concept is developed within the
framework of managerial information systems. In the chapters which
deal with the elements of the marketing 'mix', the interrelated
nature of these variables is emphasized. The book illustrates how
the successful marketing manager can master each 'weapon' in the
marketing 'armoury' and how (s)he can integrate those weapons to
achieve the right mix for each product. The accent on integrated
marketing continues in the final section where differentiated
marketing is presented as an integrative framework and where the
systematic control of marketing operations is described. This book
is for students who will one day be managers: its emphasis is
therefore on what is possible in marketing management and the most
effective means by which marketing objectives can be attained.
General
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