£150.70

Routledge Essentials of Marketing Management - 2nd Edition

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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

Format
hardcover
Domain
Amazon UK
Release Date
24 August 2017
Listed Since
04 April 2017

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