Marketing management

• Main Author: Lancaster, Geoffrey (Author)
• Other Authors: Massingham, Lester
• Format: Book
• Language: English
• Published: London McGraw-Hill 1993; ©1993
• Subjects: Marketing > Management
• Online Access: Click Here to View Status and Holdings.

 In their first-level testbook "The Essentials of Marketing", Geoff Lancaster and Lester Massingham established the fundamentals and theories of modern marketing. This second-level text begins the necessary movement from facts to strategy, from principles to practice. "Marketing Management" examines the trends within the business and in the external environment which have produced the need for a truly strategic approach to marketing. These include the development of the multi-product and the multi-market organization and the increase in global competition. The text describes the key steps required to develop a strategic marketing approach - establishing overall company objectives, appraising internal resources and evaluating the company's markets. From this basis, the company must plan how to invest (or divest) in its portfolio in order to achieve the best results - the text fully describes the various planning tools which can help in this process. It goes on to describe individual strategies which can have a direct impact on the company's performance; the strategies outlined reflect the full range of marketing theory including consumer behaviour, product innovation, pricing, advertising, sales management and the use of computers in marketing.