Amazon.com description: Product Description: For the fourth edition of this well-established Gower Handbook the text has been revised and updated throughout. Numerous chapters have been added, 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 with distribution. The final Part 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 thirty-six contributors represent an immense range of expertise. They are all acknowledged leaders in their chosen field, with practical experience of marketing. Between them they have produced a comprehensive and authoritative work that will continue to serve the needs of marketing managers, specialists and students alike.