Essentials of Marketing Management (Hardcover, 2 ed)

Table of Contents Chapter 1 The development of a strategic approach to marketing: its culture; internal macro- and external micro-environmental issues Chapter 2 Markets and customers: Consumer and organizational buyer behaviour and marketing strategy Chapter 3 Markets and customers: Market boundaries; target marketing Chapter 4 Product and innovation strategies Chapter 5 Pricing strategies Chapter 6 Channels of distribution and logistics Chapter 7 Communications strategy Chapter 8 Sales management Chapter 9 Customer care and relationship marketing Chapter 10 Direct marketing Chapter 11 Digital Marketing: Chapter contributed by Dr Wilson Ozuem Chapter 12 Sales forecasting Chapter 13 Marketing information systems and research Chapter 14 Analysing the environment and appraising resources Chapter 15 Evaluating and controlling strategic marketing Chapter 16 Strategic marketing planning tools Chapter 17 Global marketing Chapter 18 Services marketing and not-for-profit marketing