Essentials of Marketing Management

By:

Lancaster, Geoff

Contributor(s):

Massingham, Lester

Material type: Text

TextPublication details: Oxon Routledge 2011Description: 524pISBN:

9780415553476

Subject(s):

Marketing Management

DDC classification:

658.8 LAN

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.8 LAN (Browse shelf(Opens below))	Available		M0027381

Total holds: 0

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

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