Essentials of Marketing Management - Softcover

Lancaster, Geoffrey; Massingham, Lester

2.44

9 ratings by Goodreads

9780415553476: Essentials of Marketing Management

Softcover

ISBN 10: 0415553474 ISBN 13: 9780415553476

Publisher: Routledge, 2010

View all copies of this ISBN edition:

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 offer an alternative to the traditional American focused teaching materials currently available. Topics covered include:

consumer and organizational buyer behaviour

product and innovation strategies

direct marketing

e-marketing

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

An extensive companion website, featuring a vast and rich array of supporting materials, including extended cases and multiple choice questions is available at: http://cw.routledge.com/textbooks/9780415553476/

"synopsis" may belong to another edition of this title.

About the Author:

Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd.

Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

"About this title" may belong to another edition of this title.