Essentials of Marketing Management - Couverture souple

Lancaster, Geoffrey

Couverture souple

ISBN 10 : 0415553474 ISBN 13 : 9780415553476

Editeur : Routledge, 2010

Synopsis

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. Topics covered include:

• consumer and organizational buyer behaviour
• product and innovation strategies
• direct marketing
• e-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.

An extensive companion website, featuring a vast and rich array of supporting materials, including extended cases and multiple choice questions is available at: http://cw.routledge.com/textbooks/9780415553476/

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2010
• Langue: anglais
• ISBN 10: 0415553474
• ISBN 13: 9780415553476
• Reliure: Broché
• Nombre de pages: 552
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible