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's vital study offers 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 behaviour
product and innovation strategies
Social media marketing
Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
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.
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