Overview

This comprehensive book is a core text that covers all areas of marketing. It is written in a straightforward style, and is intended for diploma and degree level students who are studying the subject for the first time.It gives guidance on how to study for exam success and extend knowledge by setting personal objectives and collecting information to revise effectively. Advice on how to pass marketing examinations is given through typical questions, suggested solutions and comments from marketing examiners.The book discusses consumer and organizational buyer behaviour; segmentation; targeting; product and service positioning; pricing; channels of distribution; logistics; advertising; sales promotion; public relations; product issues; e-marketing; sales forecasting; and marketing research and information systems.Strategic issues like portfolio analysis, reverse marketing, and stages of the marketing planning process and its place in the corporate plan are explained. Furthermore, key definitions, marketing theories with author references, explanatory figures, diagrams and examples of marketing practice are also provided.

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9781527508064

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Geoff Lancaster, PhD, FCIM, FLCC, is Professor of Marketing and Dean of Academic Studies at the London School of Commerce. He founded and chaired a corporate communications group of companies that received the Queen's Award for Exporting, and has completed marketing consultancy projects for a number of blue chip international companies. His research interests are internal marketing, marketing communications, brand switching and application of marketing principles in developing countries. He has published over 100 academic refereed papers and over 50 marketing and research methods textbooks. As a Fellow of the Chartered Institute of Marketing, he was their Senior Examiner for 18 years, and was awarded a Fellowship of the London Chamber of Commerce and Industry for services to business education.

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