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Author:   Geoffrey Lancaster ,  Lester Massingham
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   2nd edition
Weight:   0.890kg
ISBN:  

9781138038967

ISBN 10:   1138038962
Pages:   474
Publication Date:   30 August 2017
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Table of Contents Chapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues Chapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategy Chapter 3 Markets and customers: Market boundaries; target marketing Chapter 4 Product and innovation strategies Chapter 5 Pricing strategies Chapter 6 Channels of distribution and logistics Chapter 7 Communications strategy Chapter 8 Sales management Chapter 9 Customer care and relationship marketing Chapter 10 Direct marketing Chapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecasting Chapter 13 Marketing information systems and research Chapter 14 Analysing the environment and appraising resources Chapter 15 Evaluating and controlling strategic marketing Chapter 16 Strategic marketing planning tools Chapter 17 Global marketing Chapter 18 Services marketing and not-for-profit marketing

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Author Information

Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd. Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

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