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 Managementbuilds on the successful earlier edition to provide a solid foundation to understanding this core topic.
Table of Contents
Chapter 1The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues
Chapter 2Markets and customers: Consumer and organizational buyer behaviour and marketing strategy
Chapter 3Markets and customers: Market boundaries; target marketing
Chapter 4Product and innovation strategies
Chapter 5Pricing strategies
Chapter 6Channels of distribution and logistics
Chapter 7Communications strategy
Chapter 8Sales management
Chapter 9 Customer care and relationship marketing
Chapter 10Direct marketing
Chapter 11 Digital Marketing: Chapter contrilC!
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