Essentials of Marketing Management - 2nd Edition

Name: Essentials of Marketing Management - 2nd Edition
Brand: Taylor & Francis

Taylor & Francis

Essentials of Marketing ManagementAuthor(s): Geoffrey Lancaster, Lester Massingham\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9781138038882, 978-1138038882\nSynopsis\nThe 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. \n\nThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. \n\nTopics covered include:\n\n consumer and organizational buyer behaviour\n\nproduct and innovation strategies\n\ndirect marketing\n\nSocial media marketing \n\nDesigned and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Manag.