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:
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/
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