New PDF release: Marketing Strategy and Management

By Michael J. Baker (auth.)

ISBN-10: 0333576446

ISBN-13: 9780333576441

ISBN-10: 1349221678

ISBN-13: 9781349221677

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Sample text

If so, then one has a currently useful generalisation which can be depended upon until it is shown not to work. If and when this occurs it is far easier to jettison a CUG than worry how one is to rewrite the textbook. Of course many of the CUGs which will be deployed in this chapter and throughout the book are regarded as accepted theoretical explanations by the social scientists and others from whom they have been borrowed. But rather than inquire into the reasons why they have achieved this standing, our focus will be on how the insights and conceptual frameworks offered can help improve managerial analysis and decision-making.

Prologue 13 Once one has formed an opm10n as to how advertising works it becomes possible to formulate objectives and state policies for their achievement. In turn this leads to a discussion as to how one should set an advertising appropriation and measure the effectiveness of the expenditures incurred. The chapter concludes with a look at the problems involved in choosing between the various promotional alternatives in order to develop an optimum promotional mix. Since the publication of the first edition in 1985 the importance of service has become much more widely recognised, to the point that specialised textbooks are now available concerned solely with this aspect of the marketing mix.

What is Marketing? Marketing is an enigma. At the same time it is both simple and complex, straightforward and intricate, a philosophy or state of mind and dynamic business function; it is new and it is as old as time itself. Cynically, we might observe that marketing is therefore precisely what you want it to be, and thereby everything or nothing. In attempting to resolve this paradox the views expressed must be those of the author, although they clearly owe much to the influence and thinking of others.

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Marketing Strategy and Management by Michael J. Baker (auth.)


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