Marketing management class lectures_217450348-Essentials-of-Marketing-Management

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Essentials of MarketingManagementThe overall success of an organization is dependent on how marketing is able to inform strategy andmaintain an operational focus on market needs.With an array of examples and case studies from around the world, Lancaster and Massinghamoffer an alternative to the traditional American focused teaching materials currently available.Providing a comprehensive overview of the principles and practice of marketing management, topicscovered include:!!!!!consumer and organizational buyer behaviourproduct and innovation strategiesdirect marketinge-marketinga companion website provides additional material for lecturers and students alike: www.routledge.com/textbooks/9780415553476.Designed and written for business and management studies undergraduates, postgraduates andprofessional marketing management candidates, Essentials of Marketing Management builds onsuccessful earlier editions to provide a solid foundation to understanding this core topic. End-ofchapter cases and an extensive companion website containing longer strategic cases and solutionsprovide additional support to students, making this an essential companion.Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is alsoChairman of the Durham Associates Group Ltd.Lester Massingham is Chairman of CMC Group, a management development and consultingcompany with businesses in South East Asia, the Middle East and Europe.Essentials of Market

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