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Record Nr. |
UNINA9911006882103321 |
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Autore |
Forsyth Patrick |
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Titolo |
Demystifying marketing : a guide to fundamentals for engineers / / Patrick Forsyth |
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Pubbl/distr/stampa |
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London, : Institution of Engineering and Technology, 2007 |
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ISBN |
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1-281-97106-5 |
9786611971069 |
1-61583-325-0 |
0-86341-706-X |
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Descrizione fisica |
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1 online resource (218 p.) |
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Collana |
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IET management of technology series ; ; 23 |
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Disciplina |
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620.00688 |
624.0688 |
658.8002462 |
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Soggetti |
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Engineering services marketing |
Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di contenuto |
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Contents; Preface; Acknowledgements; PART I An overview of marketing; 1 Marketing in context; 2 The marketing domain; PART II Fundamental issues; 3 Product considerations; 4 Pricing policy and tactics; 5 Market research and information; 6 Routes to market: distribution channels and methodology; PART III Strategy and marketing planning; 7 Marketing strategy; 8 Marketing planning; 9 Coordination and control; PART IV Marketing communications; 10 How people buy; 11 Marketing communications: the role and workings of different methods; 12 Additional persuasive influences; Afterword; Index |
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Sommario/riassunto |
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This book is a comprehensive and accessible book covering all key marketing matters, with an emphasis on practicality and why marketing is important in engineering. Aimed primarily at non-marketing people wanting clarification of marketing's purpose, role and methods, it can provide major influence to the process of building a marketing culture within an organisation in a way that positively influences results in the marketplace. Practitioners too can benefit from the book's clear |
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