Skip to:ContentBottom

Essentials of marketing management

Cover image for Essentials of marketing management
Title:
Essentials of marketing management
Author:
Lancaster, Geoffrey, 1938-
ISBN:
9780415553469

9780415553476

9780203847206
Personal Author:
Lancaster, Geoffrey, 1938-
Publication Information:
New York : Routledge, 2011.
Physical Description:
xxv, 524 p. : ill. (some col.) ; 26 cm.
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.
Subject Term:
Marketing -- Management.
Added Author:
Massingham, Lester.
Copies:
Go to:Top of Page