9780415553476

Essentials of Marketing Management

by ;
  • ISBN13:

    9780415553476

  • ISBN10:

    0415553474

  • Format: Nonspecific Binding
  • Copyright: 2010-10-18
  • Publisher: Routledge
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List Price: $76.95

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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