Essentials of marketing management
| dc.contributor.author | Lancaster, Geoff | |
| dc.contributor.author | Massingham, Lester | |
| dc.date.accessioned | 2018-10-17T11:48:52Z | |
| dc.date.available | 2018-10-17T11:48:52Z | |
| dc.date.copyright | 2010 | |
| dc.date.issued | 2010 | |
| dc.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... | en_US |
| dc.description.sponsorship | Uganda Institute of Information and Communications Technology | en_US |
| dc.identifier.isbn | 0-203-84720-2 | |
| dc.identifier.uri | http://196.43.179.3:8080/xmlui/handle/123456789/397 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Routledge | en_US |
| dc.subject | Marketing – Management | en_US |
| dc.subject | Massingham, Lester | en_US |
| dc.title | Essentials of marketing management | en_US |
| dc.type | Book | en_US |
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| dcterms.publisher | Routledge, Taylor & Francis Group, London. | |
| dcterms.tableOfContents | 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... |