Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd.Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

• Table of ContentsChapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issuesChapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategyChapter 3 Markets and customers: Market boundaries; target marketingChapter 4 Product and innovation strategiesChapter 5 Pricing strategiesChapter 6 Channels of distribution and logisticsChapter 7 Communications strategyChapter 8 Sales managementChapter 9 Customer care and relationship marketingChapter 10 Direct marketingChapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecastingChapter 13 Marketing information systems and researchChapter 14 Analysing the environment and appraising resourcesChapter 15 Evaluating and controlling strategic marketingChapter 16 Strategic marketing planning toolsChapter 17 Global marketingChapter 18 Services marketing and not-for-profit marketing

Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd.Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

• Table of ContentsChapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issuesChapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategyChapter 3 Markets and customers: Market boundaries; target marketingChapter 4 Product and innovation strategiesChapter 5 Pricing strategiesChapter 6 Channels of distribution and logisticsChapter 7 Communications strategyChapter 8 Sales managementChapter 9 Customer care and relationship marketingChapter 10 Direct marketingChapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecastingChapter 13 Marketing information systems and researchChapter 14 Analysing the environment and appraising resourcesChapter 15 Evaluating and controlling strategic marketingChapter 16 Strategic marketing planning toolsChapter 17 Global marketingChapter 18 Services marketing and not-for-profit marketing

Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd.Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

• Table of ContentsChapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issuesChapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategyChapter 3 Markets and customers: Market boundaries; target marketingChapter 4 Product and innovation strategiesChapter 5 Pricing strategiesChapter 6 Channels of distribution and logisticsChapter 7 Communications strategyChapter 8 Sales managementChapter 9 Customer care and relationship marketingChapter 10 Direct marketingChapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecastingChapter 13 Marketing information systems and researchChapter 14 Analysing the environment and appraising resourcesChapter 15 Evaluating and controlling strategic marketingChapter 16 Strategic marketing planning toolsChapter 17 Global marketingChapter 18 Services marketing and not-for-profit marketing