5. Essence of marketing management geoff lancaster -...

5. Essence of marketing management geoff lancaster
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Unformatted text preview: Essentials of Marketing Management 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 offer an alternative to the traditional American focused teaching materials currently available. Providing a comprehensive overview of the principles and practice of marketing management, topics covered include: n consumer and organizational buyer behaviour n product and innovation strategies n direct marketing n e-marketing n a 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 and professional marketing management candidates, Essentials of Marketing Management builds on successful earlier editions to provide a solid foundation to understanding this core topic. End-of-chapter cases and an extensive companion website containing longer strategic cases and solutions provide additional support to students, making this an essential companion. Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd. Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe. Essentials of Marketing Management Geoff Lancaster and Lester Massingham First published 2011 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New York, NY 10016 Routledge is an imprint of the Taylor & Francis Group, an Informa business © 2011 Geoff Lancaster and Lester Massingham All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data Lancaster, Geoffrey, 1938–. Essentials of marketing management/Geoff Lancaster and Lester Massingham. p. cm. Includes bibliographical references and index. 1. Marketing – Management. I. Massingham, Lester. II. Title. HF5415.13.L335 2010 658.8 – dc22 2010002512 ISBN: 978–0–415–55346–9 (hbk) ISBN: 978–0–415–55347–6 (pbk) ISBN: 978–0–203–84720–6 (ebk) This edition puablished in the Taylor & Francis e-Library, 2010....
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