| 000 -LEADER |
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| fixed length control field |
02438cam a2200301 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
100201s2011 enka b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2010002512 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780415553476 |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780415553476 (pbk.) |
| INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780203847206 (ebook) |
| CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
DLC |
| LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.13 |
| Item number |
.L335 2011 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.8 |
| Edition number |
22 |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(IMchF)fol13020622 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126095734.0 |
| CONTROL NUMBER |
|---|
| control field |
50922 |
| CONTROL NUMBER IDENTIFIER |
|---|
| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Lancaster, Geoffrey, |
| Dates associated with a name |
1938- |
| TITLE STATEMENT |
|---|
| Title |
Essentials of marketing management / |
| Statement of responsibility, etc |
Geoff Lancaster and Lester Massingham. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
London ; |
| -- |
New York : |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
2011. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xxv, 524 p. : |
| Other physical details |
ill. ; |
| Dimensions |
25 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
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, ETC. |
|---|
| Summary, etc |
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. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| General subdivision |
Management. |
| ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Massingham, Lester. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |