Essentials of marketing management

Earlier ed.: 2011.

Chapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issuesChapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategyChapter 3 Markets and customers: Market boundaries; target marketingChapter 4 Product and innovation strategiesChapter 5 Pricing strategiesChapter 6 Channels of distribution and logisticsChapter 7 Communications strategyChapter 8 Sales managementChapter 9 Customer care and relationship marketingChapter 10 Direct marketingChapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecastingChapter 13 Marketing information systems and researchChapter 14 Analysing the environment and appraising resourcesChapter 15 Evaluating and controlling strategic marketingChapter 16 Strategic marketing planning toolsChapter 17 Global marketingChapter 18 Services marketing and not-for-profit marketing

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. 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 behaviourproduct and innovation strategiesdirect marketingSocial media marketing 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.