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

More books from Taylor and Francis

Cover of the book Growing Old in the Twentieth Century by Geoffrey Lancaster, Lester Massingham
Cover of the book Focus: Music, Nationalism, and the Making of the New Europe by Geoffrey Lancaster, Lester Massingham
Cover of the book The Case for Congress by Geoffrey Lancaster, Lester Massingham
Cover of the book Handbook of Polytomous Item Response Theory Models by Geoffrey Lancaster, Lester Massingham
Cover of the book Theism and Cosmology by Geoffrey Lancaster, Lester Massingham
Cover of the book Edward Said by Geoffrey Lancaster, Lester Massingham
Cover of the book Twins - From Fetus to Child by Geoffrey Lancaster, Lester Massingham
Cover of the book A Foucauldian Approach to International Law by Geoffrey Lancaster, Lester Massingham
Cover of the book Inferiority Feelings by Geoffrey Lancaster, Lester Massingham
Cover of the book The Eurozone Crisis and the Transformation of EU Governance by Geoffrey Lancaster, Lester Massingham
Cover of the book Valuing Ecosystem Services by Geoffrey Lancaster, Lester Massingham
Cover of the book Power and Society by Geoffrey Lancaster, Lester Massingham
Cover of the book Complete Book Of Turkish Cooking by Geoffrey Lancaster, Lester Massingham
Cover of the book Iron Age Myth and Materiality by Geoffrey Lancaster, Lester Massingham
Cover of the book Performing Race and Torture on the Early Modern Stage by Geoffrey Lancaster, Lester Massingham
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy