"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.
Publisher: Cengage Learning EMEA