Marketing management / Geoff Lancaster, Lester Massingham.

By:

Lancaster, Geoffrey, 1938-

Contributor(s):

Massingham, Lester

Publisher: London : McGraw-Hill, c2001Edition: Third editionDescription: 383 pages : illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0077097521 [paperback]

Subject(s):

Marketing -- Management

DDC classification:

658.8 L22 2001

Contents:

Chapter one The development of a strategic approach to marketing -- Chapter two Analysing the environment: opportunities and threats -- Chapter three Appraising resources: strengths and weaknesses -- Chapter four Strategic marketing planning tools -- Chapter five Markets and customers: buyer behaviour and marketing strategy -- Chapter six Markets and customers: market boundaries and target -- Chapter seven Product and innovation strategies -- Chapter eight Pricing strategies -- Chapter nine Promotional strategy -- Chapter ten Channels of distribution -- Chapter eleven Logistics -- Chapter twelve Sales management -- Chapter thirteen Marketing information systems -- Chapter Sales forecasting -- Chapter Implementing strategic marketing: organization and resources -- Chapter sixteen Evaluating and controlling strategic marketing -- Chapter seventeen Services marketing: relationship marketing -- Chapter eighteen International marketing -- Chapter nineteen Analysing case studies

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Reference	Graduate School Library Annex	658.8 L22 2001 (Browse shelf(Opens below))	Available		UC12-000004491

Includes glossary and index.

English

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