000			02545nam a22002417a 4500
999			_c299 _d299
005			20190831100031.0
008			190831b ||||| |||| 00| 0 eng d
020			_a9781138038967
082			_a658.8 _bLAN
100			_aLancaster, Geoffrey _9792
245			_aEssentials of marketing management
250			_a2nd
260			_bCRC Press _aNew York _c2018
300			_aix, 464 p.
365			_aGBP _b52.99
504			_aTable of Contents 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
520			_aSummary 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.
650			_aMarketing--Management _9348
650			_aMarketing _9209
700			_aMassingham, Lester _9793
700			_aAshford, Ruth _9794
942			_2ddc _cBK