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AUTHOR |
Lancaster, Geoffrey. |
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TITLE |
Essentials of marketing management / Geoffrey Lancaster, Lester Massingham. |
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EDITION |
2nd ed. |
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IMPRINT |
London : outledge, 2018. |
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DESCRIPTION |
ix, 464 p. : ill. ; 26cm. |
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BIBLIOGRAPHY, ETC |
Includes index. |
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CONTENT NOTE |
1. The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues -- 2. Markets and customers: Consumer and organizational buyer behaviour and marketing strategy -- 3. Markets and customers: Market boundaries; target marketing -- 4. Product and innovation strategies -- 5. Pricing strategies -- 6. Channels of distribution and logistics -- 7. Communications strategy -- 8. Sales management -- 9. Customer care and relationship marketing -- 10. Direct marketing -- 11. Digital Marketing / Wilson Ozuem -- 12. Sales forecasting -- 13. Marketing information systems and research -- 14. Analysing the environment and appraising resources -- 15. Evaluating and controlling strategic marketing -- 16. Strategic marketing planning tools -- 17. Global marketing -- 18. Services marketing and not-for-profit marketing. |
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SUBJECT |
Business logistics. |
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SUBJECT |
Marketing -- Management. |
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OTHER AUTHOR |
Massingham, Lester. |
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ISBN |
9781138038882(hbk.). |
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ISBN |
9781138038967(pbk.). |
