Geoffrey Lancaster

Essentials of Marketing Management

Ebook (EPUB Format)

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 behaviourproduct and innovation strategiesdirect marketingSocial media marketing Designed and written for undergr… Mehr

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Produktdetails

Weitere Autoren: Massingham, Lester

ISBN: 978-1-351-70907-1
EAN: 9781351709071
Produktnummer: 24025785
Verlag: Taylor & Francis Ltd.
Sprache: Englisch
Erscheinungsjahr: 2017
Seitenangabe: 474 S.
Plattform: EPUB
Masse: 3'263 KB
Auflage: 2. Auflage
Abbildungen: 92 schwarz-weiße Abbildungen, 92 schwarz-weiße Zeichnungen, 23 schwarz-weiße Tabellen

Über den Autor

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 South East Asia, the Middle East and Europe.