Essentials of Marketing Management
2nd Edition
Published on 30. August 2017
Book
Paperback/Softback
474 pages
978-1-138-03896-7 (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'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.
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.
More details
Edition
2nd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Undergraduate
Illustrations
92 s/w Abbildungen, 92 s/w Zeichnungen, 23 s/w Tabellen
23 Tables, black and white; 92 Line drawings, black and white; 92 Illustrations, black and white
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 25 mm
Weight
913 gr
ISBN-13
978-1-138-03896-7 (9781138038967)
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
Additional editions
Geoffrey Lancaster | Lester Massingham
Essentials of Marketing Management
Book
08/2017
2nd Edition
Routledge
€233.30
Shipment within 10-20 days
Geoffrey Lancaster | Lester Massingham
Essentials of Marketing Management
E-Book
08/2017
2nd Edition
Routledge
€92.49
Available for download
Geoffrey Lancaster | Lester Massingham
Essentials of Marketing Management
E-Book
08/2017
2nd Edition
Routledge
€92.49
Available for download
Previous edition
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
Table of Contents
Chapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues
Chapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategy
Chapter 3 Markets and customers: Market boundaries; target marketing
Chapter 4 Product and innovation strategies
Chapter 5 Pricing strategies
Chapter 6 Channels of distribution and logistics
Chapter 7 Communications strategy
Chapter 8 Sales management
Chapter 9 Customer care and relationship marketing
Chapter 10 Direct marketing
Chapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem
Chapter 12 Sales forecasting
Chapter 13 Marketing information systems and research
Chapter 14 Analysing the environment and appraising resources
Chapter 15 Evaluating and controlling strategic marketing
Chapter 16 Strategic marketing planning tools
Chapter 17 Global marketing
Chapter 18 Services marketing and not-for-profit marketing
Chapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues
Chapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategy
Chapter 3 Markets and customers: Market boundaries; target marketing
Chapter 4 Product and innovation strategies
Chapter 5 Pricing strategies
Chapter 6 Channels of distribution and logistics
Chapter 7 Communications strategy
Chapter 8 Sales management
Chapter 9 Customer care and relationship marketing
Chapter 10 Direct marketing
Chapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem
Chapter 12 Sales forecasting
Chapter 13 Marketing information systems and research
Chapter 14 Analysing the environment and appraising resources
Chapter 15 Evaluating and controlling strategic marketing
Chapter 16 Strategic marketing planning tools
Chapter 17 Global marketing
Chapter 18 Services marketing and not-for-profit marketing