Savitribai Phule Pune University, Pune

Jayakar Knowledge Resource Centre

Essentials of marketing management / Geoff Lancaster and Lester Massingham.

By: Lancaster, Geoffrey, 1938-Contributor(s): Massingham, LesterMaterial type: TextTextPublication details: London ; New York : Routledge, 2011Description: xxv, 524 p. : ill. ; 26 cmISBN: 9780415553476 (pbk.)Subject(s): Marketing -- ManagementDDC classification: 658.8
Contents:
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.
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Holdings
Item type Current library Home library Call number Status Notes Date due Barcode Item holds
JKRC Social Science Complex
JKRC Social Science Complex
658.8 LAN (Browse shelf(Opens below)) Available PN093887 BCL1212
Total holds: 0

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.

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