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Essentials of Marketing Management
Engelsk Paperback
Essentials of Marketing Management
Engelsk Paperback

678 kr
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Om denne bog

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''s vital study offers an alternative to the traditional American focused teaching materials currently available.

This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.

Topics covered include:

  •  consumer and organizational buyer behaviour
  • product and innovation strategies
  • direct marketing
  • Social media marketing

Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

Product detaljer
Sprog:
Engelsk
Sider:
474
ISBN-13:
9781138038967
Indbinding:
Paperback
Udgave:
2
ISBN-10:
1138038962
Udg. Dato:
30 aug 2017
Længde:
27mm
Bredde:
191mm
Højde:
246mm
Forlag:
Taylor & Francis Ltd
Oplagsdato:
30 aug 2017
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