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, In Essentials of Marketing Management 2nd edition (PDF), the expert authors 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:
- direct marketing
- Social media marketing
- product and innovation strategies
- consumer and organizational buyer behaviour
Designed and written for undergraduate, MBA, and masters students in marketing management classes Essentials of Marketing Management 2e builds on the successful earlier edition to provide a solid foundation for understanding this core topic.
About the Authors
Geoff Lancaster is Dean of Academic Studies at the 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 the Middle East, South East Asia, and Europe.