Essentials of Marketing Management

by Geoffrey Lancaster and Lester Massingham

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1138038962
• ISBN13: 9781138038967
• Release Date: August 2017
• Publisher: Routledge
• Length: 474 Pages
• Weight: 1.86 lbs.
• Dimensions: 1.0" x 7.4" x 9.7"