Marketing Management

It is widely recognised in today's dynamic and highly competitive marketplace that effective marketing is absolutely critical to the achievement of corporate goals and, ultimately, enhancing shareholder satisfaction. Using the resources available to the organsiation to satisfy the needs of customers and generate adequate levels of return is critical to business success and an ultimate goal of marketing strategy. Building on the basic principles of marketing, this book examines the issues pertinent to the development and implementation of marketing strategies in both domestic and global markets, and for application within a range of industry sectors.