Marketing in a Competitive Economy

1. Auflage 2025
ISBN: 978-1-041-15515-7
Verlag: Routledge

Buch, Englisch, 256 Seiten, Format (B × H): 161 mm x 240 mm, Gewicht: 552 g

Reihe: Routledge Library Editions: Economics and Society

Marketing in a Competitive Economy (1965) is a scientific study of marketing in the Western world, taking as a starting point a competitive economy and freedom for consumers. As marketing moved from an exercise in profitably disposing of excess goods, to being primarily concerned with producing goods as a result of market opportunities, so the field became more complicated and in need of a comprehensive analysis and overview.

Zielgruppe

Academic, Adult education, General, Postgraduate, Undergraduate Advanced, and Undergraduate Core

Autoren/Hrsg.

Rodger, Leslie W.

Fachgebiete

• Sozialwissenschaften Politikwissenschaft Politikwissenschaft Allgemein
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein
• Interdisziplinäres Wissenschaften Wissenschaften Interdisziplinär Wirtschafts- und Sozialwissenschaften

Inhaltsverzeichnis

Part 1. The Marketing Perspective – A Functional Approach 1. The Development of Marketing Theory 2. The Marketing Perspective Part 2. Managing the Marketing Functions 3. Managing the Marketing Information and Research Function 4. Managing the Product Planning Function 5. Managing the Sales and Distribution Function 6. Managing the Advertising and Promotion Function 7. Co-ordinating and Controlling the Marketing Functions