Essentials of marketing management
By: Geoff Lancaster and Lester Massingham.
Contributors: Massingham, Lester.
Publisher: Routledge
Published: 2010
Place of publication: New York
Language: eng
ISBN-13: 9780415553469; 9780415553476; 9780203847206
Subjects: Marketing -- Management
Notes: Includes bibliographical references and index.
Table of contents: title: Development of a strategic approach to marketing; title: Markets and customers : consumer and organizational buyer behaviour and marketing strategy; title: Markets and customers : market boundaries; target marketing; title: Product and innovation strategies; title: Pricing strategies; title: Channels of distribution and logistics; title: Communications; title: Selling; title: Customer care and relationship marketing; title: Direct marketing; title: Sales forecasting; title: Marketing information systems and research; title: Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses); title: Evaluating and controlling strategic marketing; title: Strategic marketing planning tools; title: Global marketing; title: Services marketing and not-for-profit marketing.