TY  - BOOK
AU  - Lancaster,Geoff
AU  - Massingham,Lester
TI  - Essentials of marketing management 
SN  - 9780415553476 
AV  - HF5415.13 .L335 2010
U1  - 658.8 22
PY  - 2010///
CY  - London
PB  - Routledge
KW  - Marketing
KW  - Management
N1  - 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
ER  -