Essentials of Marketing Management: 2nd Edition (Paperback) book cover

Essentials of Marketing Management

2nd Edition

By Geoffrey Lancaster, Lester Massingham


464 pages | 92 B/W Illus.

Purchasing Options:$ = USD
Paperback: 9781138038967
pub: 2017-08-30
Hardback: 9781138038882
pub: 2017-08-24
eBook (VitalSource) : 9781315177014
pub: 2017-08-24
from $40.98

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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.

Table 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


About the Authors

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.

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / General
BUSINESS & ECONOMICS / Marketing / Direct
BUSINESS & ECONOMICS / International / Marketing