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:
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