Management of Marketing

The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts are easily identifiable and accessible. Students on MBA courses often do not have time to read a long text as they are studying many subjects, therefore they require a good, basic guide pitched at the appropriate level to be able to be absorbed quickly but still provide enough of a strategic element to stretch them.

Written by a successful author team, Management of Marketing covers the key topics of the marketing component of an MBA course and provides a good balance of theory and application to ensure both aspects of the core concepts are covered.



Readership
Primary: Students on MBA Courses Secondary: Practitioners requiring a good introduction to the subject with an academic flavour, without having to wade through too much information to grasp the basics.

Contents
Marketing philosophy; Marketing environment; Constituents of Marketing; Buying behaviour; Segmentation, targeting and positioning; Product strategy; Pricing; Channels of Distribution; Logistics; Advertising, Sales Promotion and Public Relations; Selling and Sales Management; Direct Marketing; Customer Relationship Management; Marketing Information and Research; Sales Forecasting; Societal Marketing; International Marketing; Internet Technology and Marketing; Marketing Strategy, Planning and Control.


Author Information
By Professor Geoff Lancaster, Chairman of Durham Associates Group, Castle Eden and Management Development Centre. The group is in receipt of the Queen's Award for Export Achievement.; and Mr. Paul Reynolds, Senior Lecturer in Marketing, University of Huddersfield.