An edition of Essentials of marketing management
(2010)
Essentials of marketing management
by Geoffrey Lancaster
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Previews available in: English
Subjects
Marketing, Management, Marketing, managementShowing 1 featured edition. View all 1 editions?
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Book Details
Table of Contents
Development of a strategic approach to marketing
Markets and customers : consumer and organizational buyer behaviour and marketing strategy
Markets and customers : market boundaries; target marketing
Product and innovation strategies
Pricing strategies
Channels of distribution and logistics
Communications
Selling
Customer care and relationship marketing
Direct marketing
Sales forecasting
Marketing information systems and research
Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses)
Evaluating and controlling strategic marketing
Strategic marketing planning tools
Global marketing
Services marketing and not-for-profit marketing.
Edition Notes
Includes bibliographical references and index.
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History
- Created February 3, 2010
- 11 revisions
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| December 8, 2022 | Edited by ImportBot | import existing book |
| October 21, 2021 | Edited by ImportBot | import existing book |
| September 16, 2021 | Edited by ImportBot | import existing book |
| November 13, 2020 | Edited by MARC Bot | import existing book |
| February 3, 2010 | Created by ImportBot | Imported from Library of Congress MARC record. |