Marketing management / Lancaster, Geoff, Lester Massingham.
Material type:
TextPublication details: London : McGraw-Hill Book Company, 1998.Edition: 2nd edDescription: x, 466 p. : ill. ; 25 cmISBN: - 0077092910
- 9780077092917
- HF5415.13 .L337
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Methodist University Library Main General Stacks | Reference | HF5415.13 .L337 (Browse shelf(Opens below)) | Available | 18609 |
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| HF5415.13 .K64 Marketing management / | HF5415.13 .K64 Marketing management; analysis, planning, and control. | HF5415.13 .K64 1994 Marketing management : | HF5415.13 .L337 Marketing management / | HF5415.13 .L395 Analysis for marketing planning / | HF5415.13 .L395 Analysis for marketing planning / | HF5415.13 .L5883 Services marketing : |
Includes index
The development of a strategic approach to marketing; analyzing the environment - opportunities and threats; appraising resources - strengths and weaknesses; strategic marketing planning tools; markets and customers; - buyer behaviour and marketing, market boundaries and target marketing; product and innovation strategies; pricing strategies; promotional strategy; channels of distribution; logistics; sales management; sales forecasting; implementing strategic marketing - organization and resources; evaluating and controlling strategic marketing; analyzing case studies; case study with specimen answers.
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