Essentials of Marketing Management 2nd edition

$19.99

Download Essentials of Marketing Management 2nd edition written by Geoffrey Lancaster, Lester Massingham in AZW3 format. This book is under the category Marketing and bearing the isbn/isbn13 number 1138038962/978-1138038967. You may reffer the table below for additional details of the book.

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Description

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.

About the Authors

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 the Middle East; South East Asia; and Europe.

Additional information

book-author

Geoffrey Lancaster, Lester Massingham

publisher

Routledge; 2nd edition (August 31; 2017)

file-type

AZW3

pages

474 pages

language

English

asin

B0752GPS6C

isbn10

1138038962

isbn13

978-1138038967

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