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.

Geoff Lancaster, Paul Reynolds

Chapter 1 Marketing Philosophy; Chapter 2 Marketing Environment; Chapter 3 Constituents of Marketing; Chapter 4 Buying Behaviour; Chapter 5 Segmentation, Targeting and Positioning; Chapter 6 Product Strategy; Chapter 7 Pricing; Chapter 8 Channels of Distribution; Chapter 9 Logistics; Chapter 10 Advertising, Sales Promotion and Public Relations; Chapter 11 Selling and Sales Management; Chapter 12 Direct Marketing; Chapter 13 Customer Relationship Management; Chapter 14 Marketing Information and Research; Chapter 15 Sales Forecasting; Chapter 16 Societal Marketing; Chapter 17 International Marketing; Chapter 18 Internet Technology and Marketing; Chapter 19 Marketing Strategy, Planning and Control;