9780415553476

Essentials of Marketing Management

by ;
  • ISBN13:

    9780415553476

  • ISBN10:

    0415553474

  • Edition: 1st
  • Format: Nonspecific Binding
  • Copyright: 2010-10-18
  • Publisher: Routledge

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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

Summary

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 behaviourproduct and innovation strategiesdirect marketinge-marketingDesigned and written for undergraduates in marketing management classes, The Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic.

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