ESSENTIALS OF MARKETING MANAGEMENT by Geoffrey Lancaster, Lester Massingham ( 9781138038967 )

Item Details

Title:

ESSENTIALS OF MARKETING MANAGEMENT

By:

Geoffrey Lancaster, Lester Massingham

Format:

Paperback

List price:

£61.99

Our price:

£55.79

Discount:

10% off

You save:

£6.20

ISBN 10:

1138038962

ISBN 13:

9781138038967

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

29 August, 2017

Edition:

2nd New edition

Pages:

470

Synopsis:

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. 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 behaviourproduct and innovation strategiesdirect marketingSocial media 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.

Illustrations:

92 Line drawings, black and white; 23 Tables, black and white; 92

Publication:

Imprint:

Routledge

Returns:

Returnable

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CULLIFORD, ROLFE & BARROW (PB)

ESSENTIALS OF MARKETING (PB)