00000cam a22000004a 4500 UP-99796217609871362 Buklod 20110602125652.0 m |o d | ta 100201s2011 enka rb |001 0|eng d 9780415553476 (iLib)UPD-00173903728 DLC UPSF eng DMLUC HF 5415.13 L335 2011 Lancaster, Geoffrey 1938- Essentials of marketing management Geoff Lancaster and Lester Massingham. London New York Routledge 2011. xxv, 524 p. ill. Includes bibliographical references and index. Development of a strategic approach to marketing -- 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 -- Selling -- 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. Marketing Management. Massingham, Lester. FO Monograph UPEPP UPEPP HF 5415.13 L335 2011 Book