‐orientated emphasis requires a fresh management approach, seeing marketing less as a specialist function and more as a part of overall …The generally accepted means of implementing the marketing concept is the model of the marketing mix (or the 4Ps). But … on consumer packed‐goods and durables. Recent European research in the areas of industrial and services marketing has …

management decision making. What looked like good ideas on the drawing board often fail in the marketplace for seemingly …

management decision making is quite enormous. Illustrates an application in the marketing control process. The example …

Elaborates on specific realities of the construction environment, and of management and operations of growing … construction enterprises. Presents a case study looking particularly at entrepreneurial attitudes towards the marketing function in …”. Offers some lessons to entrepreneurial managers/owners on how to reap benefits of marketing orientation by replacing the …

To achieve a full understanding of the role of marketing from plan to profit requires a knowledge of the basic building … blocks. This textbook introduces the key concepts in the art or science of marketing to practising managers. Understanding … marketing. Deploying your resources and informing your managerial decision making is dealt with in Unit VII introducing …

Relationship marketing is the paradigm which is currently seen to offer insight into the internationalising process …‐border/cultural marketing. Relationship creation can then be incorporated into organisational learning so that the organisation learns …‐cultural marketing.  …

the context of advertising and management theory. The conclusion from this project to operationalise the meme concept for … mankind’s mind may be understood, “filled” and manipulated at the discretion of advertisers and management thinkers using a …

the belief that the emerging marketing and entrepreneurship paradigm provides additional understanding of smaller firm …

This paper aims to illustrate the important role marketing technologies play in contemporary neo‐liberal policies which … will be developed through an analysis of the expanded role of marketing technologies in the UK financial services industry …