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Jacket
Essentials of Marketing, 4/e
Geoff Lancaster, University of North London
Lester Massingham, Managing Director of CMC Consultants
Ruth Ashford, Manchester Metropolitan University

Table of Contents

Preface

Using the text: A route map

Part One: Marketing Perspective and Context

  1. The Marketing Culture
  2. The Marketing Environment
  3. Understanding the Behaviour of Customers
  4. Market segmentation, targeting and positioning

    5. Part Two: The Marketing Tools

  5. Marketing Information Systems and Research
  6. The product (or service)
  7. Pricing
  8. Channels of distribution and logistics
  9. Marketing communications
  10. Selling and sales management

    11. Part Three: Marketing Planning and Decision-Making

  11. Sales Forecasting
  12. Marketing planning: combining the marketing mix

    13. Part Four: Marketing’s Wider Issues

  13. Customer care and relationship marketing
  14. International Marketing

    15. Part Five: Case Studies

  15. Undertaking extended case studies
  16. Undertaking mini case studies

Appendices

Appendix 1: Further strategic marketing planning tools

Appendix 2: Extended case studies: further useful concepts and definitions

Index







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