Binding: Paperback
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 MB a 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.
Title: Essentials Of Marketing Management
Author(s): Massingham Lester
Publisher: Taylor & Francis Ltd
Barcode: 9781138038967
Pages: 474 Pages, 23 Tables, Black And White; 92 Line Drawings, Black And White; 92 Illustrations, Black An
Publication Date: 8/30/2017
Category: Sales & Marketing