Management of Marketing

  • 8h 14m
  • Geoff Lancaster, Paul Reynolds
  • Taylor and Francis
  • 2005

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.

  • Designed specifically for MBA students who require an accessible but thorough guide to the subject
  • Written by an experienced author team which has a proven track record of providing accessible information for the intended audience

About the Authors

Professor Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Castle Eden, Co-Durham, with offices in London, Hull, Bahrain, Oman, Dubai, Saudi Arabia and Zambia. The company is in corporate communications and its associate company, Management Development Centre, delivers international business programmes. Geoff has written over 30 marketing textbooks and over 100 refereed journal and conference papers. He was formerly Research Professor of Marketing at the London Metropolitan University and was senior examiner to he Chartered Institute of Marketing for approximately 15 years and their senior academic adviser from 1994-1998.

Paul Reynolds is a Senior Lecturer in Marketing at Huddersfield University business School, a Senior Examiner for the Association of Business Executives (ABE) Diploma Level 2 Marketing paper and a Fellow of the ABE. He is a full member of the Institute of Learning and Teaching in Higher Education (ILTHE), part of the Higher Education Academy, Member of the European Council for Small Business (affiliated to the International Council for Small business) and Member of The Association of Sandwich Education and Training (ASET). Paul is post graduate examiner and external examiner for a number of university business and management schools and professional bodies, including the Chartered Institute of Marketing. He has co-authored eight marketing textbooks, has published widely in academic journals, and has presented conference papers in many parts of the world including Australia, New Zealand and the USA. His teaching commitments for the last academic year involved delivering undergraduate and postgraduate marketing programmes in the UK, Hong Kong, Singapore, and Jordan.

In this Book

  • 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


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