£150.18

Routledge Essentials of Marketing Management - 2nd Edition

Name: Routledge Essentials of Marketing Management - 2nd Edition
Brand: Routledge
Price: 147.2 GBP
Availability: InStock

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Description

Achieve organizational success by understanding how marketing informs strategy and maintains a focus on market needs. This second edition of Essentials of Marketing Management by Lancaster and Massingham provides a global perspective, offering an alternative to traditional American-focused teaching materials. Through various examples and case studies from around the world, readers gain a broad understanding of the marketing landscape. This updated edition includes a new chapter on digital marketing written by Dr. Wilson Ouzem. The text covers essential topics such as consumer and organizational buyer behaviour, product and innovation strategies, and direct marketing. It is designed to help students and professionals navigate the complexities of modern marketing management with real-world context.

Key Features

Global perspective with case studies and examples from around the world to provide an alternative to American-centric materials.

Updated digital marketing content featuring a new chapter written by Dr. Wilson Ouzem.

Comprehensive coverage of consumer and organizational buyer behaviour to understand market needs.

In-depth exploration of product and innovation strategies for effective management.

Detailed insights into direct marketing and strategic operational focus.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138038881
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 24 August 2017
Listed Since: 04 April 2017

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Routledge Essentials of Marketing Management - 2nd Edition

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