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Essentials of marketing management

Author: Geoffrey Lancaster; Lester Massingham
Publisher: London ; New York : Routledge, 2011.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. This title covers such topics as: consumer and  Read more...

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Genre/Form: 0 Gesamtdarstellung
Document Type: Book
All Authors / Contributors: Geoffrey Lancaster; Lester Massingham
ISBN: 9780415553469 0415553466 9780415553476 0415553474 9780203847206 0203847202
OCLC Number: 326670494
Description: xxv, 524 pages : illustrations ; 26 cm
Contents: Development of a strategic approach to marketing --
Markets and customers : consumer and organizational buyer behaviour and marketing strategy --
Markets and customers : market boundaries; target marketing --
Product and innovation strategies --
Pricing strategies --
Channels of distribution and logistics --
Communications --
Selling --
Customer care and relationship marketing --
Direct marketing --
Sales forecasting --
Marketing information systems and research --
Analyzing the environment (opportunities and threats) and appraising resources (strengths and weaknesses) --
Evaluating and controlling strategic marketing --
Strategic marketing planning tools --
Global marketing --
Services marketing and not-for-profit marketing.
Responsibility: Geoff Lancaster and Lester Massingham.

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