Essentials of marketing management
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Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge
Abstract
Description
1. Development of a strategic approach to
marketing: its culture; internal macro- and
external micro-environmental issues; 2.Markets and customers: consumer and organizational
buyer behaviour and marketing strategy; 3.Markets and customers: market boundaries;
target marketing; 4.Product and innovation strategies; 5.Pricing strategies; 6.Channels of distribution and logistics; 7.Communications strategy; 8.Sales management; 9.Customer care and relationship marketing; 10.Direct marketing...
Keywords
Marketing – Management, Massingham, Lester