Essentials of Marketing Management
1st Edition
Published on 17. September 2010
Book
Hardback
552 pages
978-0-415-55346-9 (ISBN)
Description
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 offer an alternative to the traditional American focused teaching materials currently available. Topics covered include:
consumer and organizational buyer behaviour
product and innovation strategies
direct marketing
e-marketing
Designed and written for undergraduate, MBA and masters students in marketing management classes, The Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic.
An extensive companion website, featuring a vast and rich array of supporting materials, including extended cases and multiple choice questions is available at: http://cw.routledge.com/textbooks/9780415553476/
With an array of examples and case studies from around the world, Lancaster and Massingham offer an alternative to the traditional American focused teaching materials currently available. Topics covered include:
consumer and organizational buyer behaviour
product and innovation strategies
direct marketing
e-marketing
Designed and written for undergraduate, MBA and masters students in marketing management classes, The Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic.
An extensive companion website, featuring a vast and rich array of supporting materials, including extended cases and multiple choice questions is available at: http://cw.routledge.com/textbooks/9780415553476/
More details
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Illustrations
91 s/w Zeichnungen, 22 s/w Tabellen, 91 s/w Abbildungen
91 Line drawings, black and white; 22 Tables, black and white; 91 Illustrations, black and white
Dimensions
Height: 248 mm
Width: 189 mm
Weight
1379 gr
ISBN-13
978-0-415-55346-9 (9780415553469)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Geoffrey Lancaster | Lester Massingham
Essentials of Marketing Management
Book
08/2017
2nd Edition
Routledge
€233.30
Shipment within 10-20 days
Additional editions
Geoffrey Lancaster | Lester Massingham
Essentials of Marketing Management
Book
09/2010
1st Edition
Routledge
€81.89
Article exhausted; check for reprint
Persons
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.
Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.
Content
Introduction 1. Development of a Strategic Approach to Marketing 2. Markets and Customers: Consumer and Organizational Buyer Behaviour and Marketing Strategy 3. Markets and Customers: Market Boundaries; Target Marketing 4. Product and Innovation Strategies 5. Pricing Strategies 6. Channels of Distribution and Logistics 7. Communications 8. Selling 9. Customer Care and Relationship Marketing 10. Direct Marketing 11. Sales Forecasting 12. Marketing Information Systems and Research 13. Analyzing the Environment (Opportunities and Threats) and Appraising Resources (Strengths and Weaknesses) 14. Evaluating and Controlling Strategic Marketing 15. Strategic Marketing Planning Tools 16. Global Marketing 17. Services Marketing and Not-for-Profit Marketing