2nd Edition
Essentials of Marketing Management
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
Biography
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.
