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.
Essentials of Marketing Management
This 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
ESSENTIALS OF MARKETING MANAGEMENT.
This 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
Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.
This book is about marketing and marketing strategy planning.
As a result, a newer, trimmer version of the marketing research report is being used by many companies. This executive-ready report is based on four principles: conciseness, adaptability, readability, and balance.2 Smartphones and email ...