TY  - BOOK
AU  - Rickard, Levela.
AU  - Jackson, Kit.
TI  - The Financial times marketing casebook
SN  - 0273638963 [paperback]
PY  - 2000///
CY  - Harlow
PB  - Financial Times Prentice Hall
KW  - Marketing
KW  - Case studies
N1  - Previous ed.: 1997; Includes index; Contents: 1. Marketing dynamics -- 2. The european marketing environment -- 3. Consumer behavior -- 4. Organisational buying behaviour -- 5. Segmenting markets -- 6. Marketing information and research -- 7. Anatomy of a product -- 8. Product management -- 9. New product development -- 10. Price -- 11. Pricing strategies -- 12. Marketing channels -- 13. Retailers and wholesalers -- 14. Communication and the promotional mix -- 15. Advertising -- 16. Sales promotion -- 17. Personal selling and sales management -- 18. Direct and internet marketing -- 19. Public relations, sponsorship and exhibitions -- 20. Strategic marketing -- 21. Marketing planning, management and control -- 22. Services and non-profit marketing -- 23. International marketing
ER  -