Marketing Made Simple
- 1st Edition - March 11, 2002
- Latest edition
- Authors: Geoff Lancaster, Paul Reynolds
- Language: English
Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques.The book covers the latest developments in marketing think… Read more
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Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques.
The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing.
Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing.
The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing.
Packed with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing.
complete coverage of the subject of marketing
user-friendly page layout
case studies of marketing success stories and failures
user-friendly page layout
case studies of marketing success stories and failures
Practitioners, particularly those wanting to gain a quick insight into the subject.
Non-specialist students looking for a user-friendly introductory text.
Non-specialist students looking for a user-friendly introductory text.
Marketing explained; Functions of Marketing; Consumer and organisational buyer behaviour; Advertising, promotion and public relations; Selling and sales management; Direct marketing; Customer relationship management; Pricing; Channels and logistics; Product; Marketing information systems; Broader issues in marketing; Marketing strategy, planning and control.
- Edition: 1
- Latest edition
- Published: March 11, 2002
- Language: English
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Geoff Lancaster
Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.
Affiliations and expertise
Professor of Marketing and Dean of Academic Studies at the London School of Commerce, and Chairman of the Durham Associates Group Ltd.PR
Paul Reynolds
Affiliations and expertise
Senior Lecturer in Marketing, University of Huddersfield.