Essentials of marketing management / Geoff Lancaster and Lester Massingham

• Development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues -- Markets and customers : consumer and organizational buyer behaviour and marketing strategy -- Markets and customers : market boundaries; target marketing -- Product and innovation strategies -- Pricing strategies -- Channels of distribution and logistics -- Communications strategy -- Sales management -- Customer care and relationship marketing -- Direct marketing -- Sales forecasting -- Marketing information systems and research -- Analyzing the environment: (opportunities and threats) and appraising resources (strengths and weaknesses) -- Evaluating and controlling strategic marketing -- Strategic marketing planning tools -- Global marketing -- Services marketing and not-for-profit marketing.

Ämnesord

Marketing  -- Management. (LCSH)

Marketing management  (shbe)

Klassifikation

HF5415.13 (LCC)

658.8 (DDC)

Qbl (kssb/8 (machine generated))