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Book cover
  • Textbook
  • © 1998

Marketing

Authors:

  1. Geoff Lancaster
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    You can also search for this author in PubMed   Google Scholar

  2. Paul Reynolds
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    You can also search for this author in PubMed   Google Scholar

  • Student centred approach with activities and check lists to test learning and understanding
    Reputation of the authors who are well known in this area
    Easy to understand, assuming no prior knowledge of marketing

Part of the book series: Macmillan Master Series (Business) (MMSB)

Sections

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Table of contents (15 chapters)

  1. Front Matter

    Pages i-viii
    PDF

  2. Development of the Marketing Concept

    • Geoff Lancaster, Paul Reynolds
    Pages 1-12

  4. Customers and Marketing

    • Geoff Lancaster, Paul Reynolds
    Pages 27-41

  5. Buyer Behaviour

    • Geoff Lancaster, Paul Reynolds
    Pages 42-69

  6. Marketing Information Systems and Forecasting

    • Geoff Lancaster, Paul Reynolds
    Pages 70-100

  7. Marketing Research

    • Geoff Lancaster, Paul Reynolds
    Pages 101-117

  8. Products and Services

    • Geoff Lancaster, Paul Reynolds
    Pages 118-148

  9. Price

    • Geoff Lancaster, Paul Reynolds
    Pages 149-167

  10. Channels of Distribution

    • Geoff Lancaster, Paul Reynolds
    Pages 168-190

  11. Logistics Management

    • Geoff Lancaster, Paul Reynolds
    Pages 191-208

  12. Managing Selling

    • Geoff Lancaster, Paul Reynolds
    Pages 209-234

  13. Above and Below-the-line Promotion

    • Geoff Lancaster, Paul Reynolds
    Pages 235-265

  14. Public Relations

    • Geoff Lancaster, Paul Reynolds
    Pages 266-289

  15. International Marketing

    • Geoff Lancaster, Paul Reynolds
    Pages 290-306

  16. Marketing Planning

    • Geoff Lancaster, Paul Reynolds
    Pages 307-317

  17. Back Matter

    Pages 318-327
    PDF
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About this book

This introductory text provides a comprehensive guide which is structured to cover milestones in marketing thinking and demonstrate their application. It will be useful to students coming to the subject for the first time but will also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures.
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Keywords

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About the authors

GEOFF LANCASTER is Chairman of the Durham Associates, a group of management and training consultants. He is the author of several textbooks in the area of Marketing, including Selling and Sales Management and Marketing Management. He is a Senior Examiner to the Chartered Institute of Marketing and Chief Examiner to the London Chamber of Commerce.

PAUL REYNOLDS is Senior Lecturer in Marketing at the University of Huddersfield and Course Leader for their MSc in Marketing programme. He has also written textbooks in marketing and has produced many conference papers and journal articles. He is an Examiner to the Chartered Institute of Marketing.
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