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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.
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.
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