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/
- ISBN10 6612781467
- ISBN13 9786612781469
- Publish Date 1 October 2010 (first published 1 January 2010)
- Publish Status Active
- Out of Print 28 August 2012
- Publish Country US
- Imprint Taylor & Francis Group
- Format eBook
- Pages 551
- Language English