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Essentials of marketing management / by Geoffrey Lancaster, Lester Massingham.

By: Contributor(s): Material type: TextTextPublication details: London : Routledge, 2010.Description: 560 p. : ill. ; 25 cmISBN:
  • 9780415553476 (pbk.) :
  • 9780415553469 (hbk.) :
  • 9780203847206 (ebook)
Subject(s): DDC classification:
  • 658.8 LAN
LOC classification:
  • HF5415.13
Contents:
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.
Summary: 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.
Holdings
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.

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