Essentials of Marketing Management

AvGeoffrey Lancaster,Lester Massingham

Häftad, Engelska, 2017

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Beskrivning

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include:consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

Produktinformation

Utgivningsdatum:2017-08-30
Mått:189 x 246 x 27 mm
Vikt:890 g
Format:Häftad
Språk:Engelska
Antal sidor:474
Upplaga:2
Förlag:Taylor & Francis Ltd
ISBN:9781138038967

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Mer om författaren

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.

Innehållsförteckning

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