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Marketing Management: Integrating Theory and Practice

Tony Proctor

Open publisher page 9 citations

Abstract

Marketing and the marketing concept. Marketing environment. Buyer behaviour. Competition. Marketing information systems. Marketing research. Segmentation. Targeting and positioning. Marketing strategy and planning. Product decisions. New product decisions. Pricing. Overview of marketing communications. Advertising. Selling. Sales promotion and other promotion methods. Distribution. Marketing organisation and control. International marketing. Conclusions.

About this research paper

What this paper is about

Marketing and the marketing concept. Marketing environment. Buyer behaviour. Competition. Marketing information systems. Marketing research. Segmentation. Targeting and positioning. Marketing strategy and planning. Product decisions. New product decisions. Pricing. Overview of marketing communications. Advertising. Selling. Sales promotion and other promotion methods. Distribution. Marketing organisation and control. International marketing. Conclusions.

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OpenAlex reports 9 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

Marketing and the marketing concept. Marketing environment. Buyer behaviour. Competition. Marketing information systems. Marketing research. Segmentation. Targeting and positioning. Marketing strategy and planning. Product decisions. New product decisions. Pricing. Overview of marketing communications. Advertising. Selling. Sales promotion and other promotion methods. Distribution. Marketing organisation and control. International marketing. Conclusions.

Key concepts: Marketing management, Marketing, Digital marketing, Business, Marketing research, Marketing mix, Marketing strategy, Return on marketing investment

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