Marketing Study Guide

Name: Marketing Study Guide
Rating: 3 (1 reviews)

Geoff Lancaster

Dec 2018 · Cambridge Scholars Publishing

1 review

Ebook

424

Pages

Eligible

About this ebook

This comprehensive book is a core text that covers all areas of marketing. It is written in a straightforward style, and is intended for diploma and degree level students who are studying the subject for the first time.

It gives guidance on how to study for exam success and extend knowledge by setting personal objectives and collecting information to revise effectively. Advice on how to pass marketing examinations is given through typical questions, suggested solutions and comments from marketing examiners.

The book discusses consumer and organizational buyer behaviour; segmentation; targeting; product and service positioning; pricing; channels of distribution; logistics; advertising; sales promotion; public relations; product issues; e-marketing; sales forecasting; and marketing research and information systems.

Strategic issues like portfolio analysis, reverse marketing, and stages of the marketing planning process and its place in the corporate plan are explained. Furthermore, key definitions, marketing theories with author references, explanatory figures, diagrams and examples of marketing practice are also provided.

Discover more

Ratings and reviews

1 review

About the author

Geoff Lancaster, PhD, FCIM, FLCC, is Professor of Marketing and Dean of Academic Studies at the London School of Commerce. He founded and chaired a corporate communications group of companies that received the Queen’s Award for Exporting, and has completed marketing consultancy projects for a number of blue chip international companies. His research interests are internal marketing, marketing communications, brand switching and application of marketing principles in developing countries. He has published over 100 academic refereed papers and over 50 marketing and research methods textbooks. As a Fellow of the Chartered Institute of Marketing, he was their Senior Examiner for 18 years, and was awarded a Fellowship of the London Chamber of Commerce and Industry for services to business education.

Rate this ebook

Tell us what you think.

Reading information

Smartphones and tablets

Install the Google Play Books app for Android and iPad/iPhone. It syncs automatically with your account and allows you to read online or offline wherever you are.

Laptops and computers

You can listen to audiobooks purchased on Google Play using your computer's web browser.

eReaders and other devices

To read on e-ink devices like Kobo eReaders, you'll need to download a file and transfer it to your device. Follow the detailed Help Center instructions to transfer the files to supported eReaders.

Flag as inappropriate