Lancaster, Geoffrey, 1938-

Essentials of marketing management Geoff Lancaster and Lester Massingham. - London ; New York : Routledge, 2011. - xxv, 524 p. : ill. ; 26 cm.

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.

9780415553469 9780415553476


Marketing--Management.

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658.8 / E206S

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