Essentials of Marketing Management
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Essentials of Marketing Management

Author: Geoff Lancaster, Lester Massingham

Description

Topics covered include:

*  consumer and organizational buyer behaviour

* product and innovation strategies

* direct marketing

* e-marketing

Designed and written for undergraduate, MBA and masters students in marketing management classes, The Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic.

Keywords

Marketing management Marketing Strategic marketing planning Markets customers buyer behaviour market boundaries target marketing innovation strategies product strategy Pricing strategies Communications strategy Sales management Customer care relationship marketing Direct marketing Sales forecasting Global marketing Services marketing

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