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Essentials of Marketing Management download ebook

by Lester Massingham,Geoffrey Lancaster

Essentials of Marketing Management download ebook
Lester Massingham,Geoffrey Lancaster
Routledge (November 12, 2010)
552 pages
1877 kb
1685 kb
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Marketing & Sales

Geoffrey Lancaster, Lester Massingham. The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs.

Geoffrey Lancaster, Lester Massingham.

Geoffrey Lancaster, Lester Massingham

Geoffrey Lancaster, Lester Massingham.

Essentials of Marketing: Text and Cases by. Geoffrey Lancaster, Lester Massingham.

This chapter seeks to complement others in this book by highlighting the public health concerns associated with the use of the relatively new business practice of Integrated Marketing Communications (IMC) to promote energy-dense, nutrientpoor foods and beverages to children and adolescents, and the power imbalances inherent in this situation.

Автор: Lancaster, Geoff Massingham, Lester Название: Essentials of marketing management ISBN: 0415553474 .

The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text.

Geoff Lancaster, Lester Massingham. Place of Publication. Business, Economics & Industry Paperback Books Management Techniques. Paperback Marketing Adult Learning & University Books. Geoff Lancaster is Professor of Marketing, London Metropolitan University; Visiting Professor of Marketing, Macquarie University, Sydney; and Chairman of Durham Associates Group Ltd. He was also Senior Examiner and Senior Academic Advisor to the Chartered Institute of Marketing for many years. Lester Massingham is Chairman and Managing Director of the CMC Group of Management consultancy Companies.

by Geoffrey Lancaster, Lester Massingham.

Find all the books, read about the author, and more

Download it once and read it on your Kindle device, PC, phones or tablets. Use features like bookmarks, note taking and highlighting while reading Essentials of Marketing Management. Find all the books, read about the author, and more. Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

Essentials of Marketing Management. by: Geoffrey Lancaster; Lester Massingham. Publisher: Routledge. Print ISBN: 9781138038882, 1138038881.

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


Designed and written for undergraduate, MBA and masters studentsin 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/