Essentials of Marketing Management
by Geoffrey Lancaster, Lester Massingham
2nd Edition
Publisher: Routledge
Book Details
| Print ISBN | 9781138038882 |
| eText ISBN | 9781351709071 |
| Publisher | Routledge |
| Publishing Year | 2018 |
| Edition | 2nd Edition |
| Language | English |
Essentials of Marketing Management, 2nd Edition, is a textbook that positions organizational success as contingent on using market insights to guide strategy while sustaining an operational focus on buyer requirements. Co-authored by Geoffrey Lancaster and Lester Massingham, the volume provides a foundation in strategic and tactical marketing principles.
The text introduces core areas of study, including consumer and organizational buyer behavior, market boundary analysis, and strategic planning. It also addresses practical execution across channels of distribution, pricing strategies, and marketing communications.
Created for students taking marketing management courses at the undergraduate, MBA, and master's levels, the text incorporates case studies and examples gathered globally to offer an alternative to traditional American-focused instructional resources.
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
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