Lancaster, Geoffrey, 1938-
Essentials of marketing management / Geoff Lancaster and Lester Massingham. - London ; New York : Routledge, 2011. - xxv, 524 p. : ill. ; 25 cm.
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.
This text for undergraduate and graduate students in business and management studies offers an alternative to the traditional American-focused teaching materials currently available. It examines both fundamental and strategic elements of marketing, emphasizing a strategic approach to marketing. No prior knowledge is assumed. Coverage includes markets and customers, pricing strategies, channels of distribution, relationship marketing, and sales forecasting, in addition to global marketing, services marketing, not-for-profit marketing, consumer and organizational buyer behavior, and e-marketing. Learning features include chapter summaries, key terms, and cases. A companion website offers longer cases and solutions. Lancaster is dean of academic studies at London School of Commerce, UK. Massingham is a management consultant.
9780415553476 9780415553476 (pbk.) 9780203847206 (ebook)
2010002512
Marketing--Management.
HF5415.13 / .L335 2011
658.8
Essentials of marketing management / Geoff Lancaster and Lester Massingham. - London ; New York : Routledge, 2011. - xxv, 524 p. : ill. ; 25 cm.
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.
This text for undergraduate and graduate students in business and management studies offers an alternative to the traditional American-focused teaching materials currently available. It examines both fundamental and strategic elements of marketing, emphasizing a strategic approach to marketing. No prior knowledge is assumed. Coverage includes markets and customers, pricing strategies, channels of distribution, relationship marketing, and sales forecasting, in addition to global marketing, services marketing, not-for-profit marketing, consumer and organizational buyer behavior, and e-marketing. Learning features include chapter summaries, key terms, and cases. A companion website offers longer cases and solutions. Lancaster is dean of academic studies at London School of Commerce, UK. Massingham is a management consultant.
9780415553476 9780415553476 (pbk.) 9780203847206 (ebook)
2010002512
Marketing--Management.
HF5415.13 / .L335 2011
658.8