Essentials of marketing management / by Geoffrey Lancaster, Lester Massingham.
Material type: TextPublication details: London : Routledge, 2010.Description: 560 p. : ill. ; 25 cmISBN:- 9780415553476 (pbk.) :
- 9780415553469 (hbk.) :
- 9780203847206 (ebook)
- 658.8 LAN
- HF5415.13
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 LAN (Browse shelf(Opens below)) | 1 | Available | 215252 |
Includes bibliographical references and index.
Development of a strategic approach to marketing -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications -- Selling -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.
The overall success of an organization is dependent on how marketing is able to inform strategy & maintain an operational focus on market needs. With an array of examples & case studies from around the world, Lancaster & Massingham offer an alternative to the traditional American focused teaching materials currently available.