{"product_id":"essentials-of-marketing-management","title":"Essentials of Marketing Management","description":"\u003cp\u003eThe 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. \u003c\/p\u003e\u003cp\u003eThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. \u003c\/p\u003e\u003cp\u003eTopics covered include:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003e consumer and organizational buyer behaviour\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eproduct and innovation strategies\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003edirect marketing\u003c\/li\u003e\n\u003cli\u003e\n\u003cp\u003e \u003c\/p\u003e \u003c\/li\u003e\n\u003cli\u003eSocial media marketing \u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eDesigned and written for undergraduate, MBA and masters students in marketing management classes, \u003cem\u003eEssentials of Marketing Management\u003c\/em\u003e builds on the successful earlier edition to provide a solid foundation to understanding this core topic.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":54049394655576,"sku":null,"price":82.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781138038967_c067da6a-8179-43fb-8f19-847fee10cdde.jpg?v=1777266058","url":"https:\/\/agendabookshop.com\/products\/essentials-of-marketing-management","provider":"Agenda Bookshop","version":"1.0","type":"link"}