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Essentials of Marketing Management
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Essentials of Marketing Management Hardcover - 2010

by Geoffrey Lancaster; Lester Massingham


From the publisher

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/

Details

  • Title Essentials of Marketing Management
  • Author Geoffrey Lancaster; Lester Massingham
  • Binding Hardcover
  • Pages 552
  • Volumes 1
  • Language ENG
  • Publisher Routledge
  • Date 2010-11
  • Illustrated Yes
  • ISBN 9780415553469 / 0415553466
  • Themes
    • Aspects (Academic): Business Aspects
  • Library of Congress subjects Marketing - Management
  • Library of Congress Catalog Number 2010002512
  • Dewey Decimal Code 658.8

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.

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Essentials of Marketing Management
Stock Photo: Cover May Be Different

Essentials of Marketing Management

by Geoffrey Lancaster; Lester Massingham

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Description:
Routledge, 2010-11-12. Hardcover. Good.
Item Price
$15.42
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