Essentials of marketing management / by Geoffrey Lancaster, Lester Massingham.

By:

Lancaster, Geoffrey, 1938-

Contributor(s):

Massingham, Lester

Material type: Text

TextPublication details: London : Routledge, 2010.Description: xxv, 523 p. : ill. ; 25 cmISBN:

0415553466 (hbk.)
0415553474 (pbk.)
9780415553476 (pbk.)
9780415553469 (hbk.)

Subject(s):

Marketing -- Management

DDC classification:

658.8 LAN

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 LAN (Browse shelf(Opens below))	1	Available		39002100452037

Enhanced descriptions from Syndetics:

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 Managementbuilds 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/

Author notes provided by Syndetics

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.