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Essentials of Marketing Management

Paperback • 2017 • 1. edition

Essentials of Marketing Management

By Geoffrey Lancaster, Lester Massingham

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About the book

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 includ...Show more

Sales and marketing management

Book details

ISBN

9781138038967

Publisher

Taylor & Francis Ltd

Published year

2017

Language

Edition

1

Original title

Essentials of Marketing Management

Format

Paperback

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