Marketing Management
3rd Edition
Published on 16. March 2001
Book
Paperback/Softback
456 pages
978-0-07-709752-3 (ISBN)
Description
Now in its third edition, Marketing Management continues to meet the needs of students taking courses at undergraduate, postgraduate and MBA levels. Fully updated, the text retains the themes of the previous editions and builds on their success. It examines the concepts and practical application of marketing at a strategic level, emphasising the process of managerial decision-making.
More details
Edition
3rd edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 246 mm
Width: 188 mm
Thickness: 36 mm
Weight
1190 gr
ISBN-13
978-0-07-709752-3 (9780077097523)
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
Persons
Geoff Lancaster is Professor of Marketing, London Metropolitan University; Visiting Professor of Marketing, Macquarie University, Sydney; and Chairman of Durham Associates Group Ltd. He was also Senior Examiner and Senior Academic Advisor to the Chartered Institute of Marketing for many years. Lester Massingham is Chairman and Managing Director of the CMC Group of Management consultancy Companies. For many years he was Senior Examiner and International Academic Advisor to the Chartered Institute of Marketing. He holds a Professorship at the University of Tun Abdul Razak (UNITAR) in Malaysia.
Content
Chapter 1: The development of a Strategic approach to Marketing
Chapter 2: Analysing the environment: opportunities and threats
Chapter 3: Appraising resources: Strengths and Weaknesses
Chapter 4: Strategic marketing planning tools
Chapter 5: Markets and customers: buyer behaviour and marketing strategy
Chapter 6: Markets and customers: market boundaries and target marketing
Chapter 7: Product and innovation strategies
Chapter 8: Pricing strategies
Chapter 9: Promotional strategy
Chapter 10: Channels of distribution
Chapter 11: Logistics
Chapter 12: Sales Management
Chapter 13: Marketing information systems
Chapter 14: Sales forecasting
Chapter 15: Implementing strategic marketing: organization and resources
Chapter 16: Evaluating and controlling strategic marketing
Chapter 17: Services marketing: Relationship marketing
Chapter 18: International marketing
Analysing Case Studies
Glossary of key terms
Index
Chapter 2: Analysing the environment: opportunities and threats
Chapter 3: Appraising resources: Strengths and Weaknesses
Chapter 4: Strategic marketing planning tools
Chapter 5: Markets and customers: buyer behaviour and marketing strategy
Chapter 6: Markets and customers: market boundaries and target marketing
Chapter 7: Product and innovation strategies
Chapter 8: Pricing strategies
Chapter 9: Promotional strategy
Chapter 10: Channels of distribution
Chapter 11: Logistics
Chapter 12: Sales Management
Chapter 13: Marketing information systems
Chapter 14: Sales forecasting
Chapter 15: Implementing strategic marketing: organization and resources
Chapter 16: Evaluating and controlling strategic marketing
Chapter 17: Services marketing: Relationship marketing
Chapter 18: International marketing
Analysing Case Studies
Glossary of key terms
Index