 Marketing for Engineers, Scientists and Technologists
ISBN: 978-0-470-05709-4
Paperback
368 pages
May 2008
US $70.00
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Acknowledgements
Part 1 Introduction to the context of marketing
Chapter 1 What is marketing and why do it?
Chapter 2 The marketing system
Chapter 3 Contemporary issues and contexts in marketing
Part 2 The tools of marketing
Chapter 4 The integrated marketing mix: Product
Chapter 5 The integrated marketing mix: Price
Chapter 6 The integrated marketing mix: Place
Chapter 7 The integrated marketing mix: Promotion
Chapter 8 The integrated marketing mix: Service extension: people, physical evidence and process
Part 3 Skills for implementation
Chapter 9 The collection and management of marketing information
Chapter 10 Finance for marketing
Chapter 11 Managing people
Chapter 12 Project management
Chapter 13 Consultancy skills
Part 4 Bringing it all together
Chapter 14 New product development
Chapter 15 Management of market driven quality
Chapter 16 The marketing plan
Glossary
Index
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