Management of Marketing

By Geoff Lancaster; Paul Reynolds | Go to book overview
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Management of Marketing
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • 1 - Marketing Philosophy 1
  • 2 - Marketing Environment 19
  • 3 - Constituents of Marketing 39
  • 4 - Buying Behaviour 56
  • 5 - Segmentation, Targeting and Positioning 84
  • 6 - Product Strategy 101
  • 7 - Pricing 127
  • 8 - Channels of Distribution 151
  • 9 - Logistics 165
  • 10 - Advertising, Sales Promotion and Public Relations 180
  • 11 - Selling and Sales Management 210
  • 12 - Direct Marketing 231
  • 13 - Customer Relationship Management 251
  • 14 - Marketing Information and Research 265
  • 15 - Sales Forecasting 289
  • 16 - Societal Marketing 312
  • 17 - International Marketing 331
  • 18 - Internet Technology and Marketing 354
  • 19 - Marketing Strategy, Planning and Control 381
  • Index 405
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