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Name: Essentials of Marketing Management.
Author: Lancaster, Geoffrey / Massingham, L.
ISBN: 978-0-415-55346-9

Essentials of Marketing Management. マーケティング管理の要説

・ISBN 978-0-415-55346-9 hard

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・ISBN 978-0-415-55347-6 paper

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電子版あり大学・学術機関向け電子ブック（eBook）ISBN 978-0-203-84720-6

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著者・編者	Lancaster, Geoffrey / Massingham, L.,
出版社	(Routledge, UK)
出版年月	2011
ページ数	524 pp.
言語	ENG
ニュース番号	＜574-637＞

解説

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. Topics covered include:

consumer and organizational buyer behaviour
product and innovation strategies
direct marketing
e-marketing

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

An extensive companion website, featuring a vast and rich array of supporting materials, including extended cases and multiple choice questions is available at: http://cw.routledge.com/textbooks/9780415553476/