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Essentials of Marketing Management

Geoffrey Lancaster | Lester Massingham
€210.80
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A01=Geoffrey Lancaster
A01=Lester Massingham
advanced strategic marketing frameworks
Analyzing the Environment
Appraising Resources
Author_Geoffrey Lancaster
Author_Lester Massingham
BCG Approach
Business Logistics System
buyer behaviour analysis
Category=KJMV7
Category=KJS
Channel Members
Channels of Distribution
communications planning
Customer Care
Effective Customer Care
eq_bestseller
eq_business-finance-law
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eq_isMigrated=2
eq_nobargain
eq_non-fiction
Essentials of Management
Essentials of Marketing
Experience Curve Effect
GE Matrix
Geoff Lancaster
Geoffrey Lancaster
global marketing approaches
innovation management
International Marketing
JIT Purchasing
Lester Massingham
Marketing Audit
Marketing Management
Marketing Mix
MkIS
Not-for-profit Marketing
organisational marketing strategy
Personal Selling
PIMS Database
Pricing Strategies
Product Lifecycle
RM
sales forecasting techniques
SBUs
Shell Directional Policy Matrix
Social Media Advertising
Strategic Approach Marketing
Strategic Market
Strategic Marketing
Strategic Marketing Planner
Strategic Marketing Planning
Swot Analysis
Target Marketing
Vice Versa
Wilson Ozuem

Product details

  • ISBN 9781138038882
  • Weight: 1040g
  • Dimensions: 189 x 246mm
  • Publication Date: 24 Aug 2017
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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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, 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.
About Geoffrey Lancaster | Lester Massingham

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.

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