Essentials of Marketing Management
- ISBN-10
- 1138038962
- ISBN-13
- 9781138038967
- Series
- Essentials of Marketing Management
- Category
- Marketing
- Pages
- 464
- Language
- English
- Published
- 2017-08-29
- Authors
- Geoffrey Lancaster, Lester Massingham
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 offer 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, The Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic
Get the book
Other editions
Similar books
-
Essentials of Marketing Management
By Geoffrey Lancaster, Lester MassinghamThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.
-
Essentials of Marketing Management
By Greg Marshall, Mark JohnstonThis is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications.
-
Essentials of Marketing
By William PerreaultEssentials of Marketing
-
Essentials of Marketing Research: Putting Research Into Practice
By Kenneth E. Clow, Karen E. JamesWhile other sampling approaches may work, the snowball approach could be used to locate avid deer hunters who spend ... The personal reference from a friend who hunts would increase the probability of each hunter participating in the ...
-
Essentials of Marketing
By Jim Blythe, Jane MartinOn the other hand there is strong evidence that newness as such is an important factor in the consumer's decision-making process (Haines 1966). In other words, people like new things, but there is a cost attached.
-
Loose-Leaf Essentials of Marketing Management
By Greg Marshall, Mark JohnstonThis is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications.
-
Essentials of Marketing Management with Connect Plus
By Greg Marshall, Mark JohnstonEssentials of Marketing Management with Connect Plus
-
Marketing Management Essentials You Always Wanted To Know (Second Edition)
By Callie DaumThis book provides new managers and leaders with a foundation in the core issues of marketing: · An overview of marketing and marketing management · Creating a strategic marketing plan · Performing market research · Creating and ...
-
Essentials of Marketing Management
By William G. ZikmundEssentials of Marketing Management
-
Essentials of Marketing
By Paul Baines, Chris Fill, Kelly PageHunt, S. D. and Arnett, D. B. (2004) 'Market segmentation strategy, competitive advantage and public policy: grounding segmentation strategy in resourceadvantage theory', Australasian Marketing Journal, 12(1): 7–25.