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Item Details
| Title:
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ESSENTIALS OF MARKETING MANAGEMENT
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| By: |
Geoffrey Lancaster, Lester Massingham |
| Format: |
Electronic book text |
| List price:
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£49.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1351709070 |
| ISBN 13: |
9781351709071 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
29 August, 2017 |
| Edition: |
2nd New edition |
| Pages: |
440 |
| 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: |
UK |
| Imprint: |
Routledge |
| Returns: |
Non-returnable |
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