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Essentials of Marketing Management (eBook, PDF) - Lancaster, Geoffrey; Massingham, Lester
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The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on key 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.
Designed and written for undergraduate, MBA and masters students in marketing management classes, The Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

Produktbeschreibung
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on key 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.

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

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Autorenporträt
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.