Essentials of Marketing Management

Business & Finance, Marketing & Sales, International, Direct Marketing
Cover of the book Essentials of Marketing Management by Geoffrey Lancaster, Lester Massingham, Taylor and Francis
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Author: Geoffrey Lancaster, Lester Massingham ISBN: 9781351709071
Publisher: Taylor and Francis Publication: August 24, 2017
Imprint: Routledge Language: English
Author: Geoffrey Lancaster, Lester Massingham
ISBN: 9781351709071
Publisher: Taylor and Francis
Publication: August 24, 2017
Imprint: Routledge
Language: English

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available.

This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.

Topics covered include:

  •  consumer and organizational buyer behaviour
  • product and innovation strategies
  • direct marketing
  • Social media marketing

Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional American focused teaching materials currently available.

This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.

Topics covered include:

Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

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