Synthesises marketing knowledge to present the fundamental principles that underpin introductory marketing courses. This book covers marketing perspectives, tools, and planning. Added material meets the needs of students taking the CIM Marketing Fundamentals examination.

ESSENTIALS OF MARKETING

Business & Money

Lancaster, Geoff

Massingham, Lester

Marketing & Sales

McGraw–Hill Education

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: <ul>
<li> consumer and organizational buyer behaviour</li> <li>product and innovation strategies</li> <li>direct marketing</li> <li>e-marketing</li>
</ul>
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/

Essentials of Marketing Management

Lancaster, Geoffrey

Management & Leadership

Routledge

Marketing Case Studies provides a structured approach for students tackling case studies and business scenarios. Step-by-step, it takes you through a number of examples, pinpointing problems and suggesting ways to overcome them. This book replaces Mini Cases in Marketing. Marketing Case Studies gives you: *Fully worked examples *Specimen answers *Tips on how to pass your exam from the CIM Senior Examiner Marketing Case Studies is based upon the most recent CIM Certificate and Diploma Exams. The Case Studies in it cover: Certificate: *Marketing Fundamentals *Business Communications *Fundamentals of Selling *Understanding Customers *Selling Environment Advanced Certificate: *Promotional Practice *Management Information for Marketing and Sales *Effective Management for Marketing *Marketing Operations *Effective Management for Sales * Sales Operations Diploma: *Marketing Communications Strategy *International Marketing Strategy *Planning and Control. A particular feature is the provision of marketing schemes so that readers who have tackled the cases without solutions can test their results.

Marketing Case Studies: How to Tackle Them: How to Answer Them (Marketing Series)

LANCASTER

Massingham

Butterworth-Heinemann

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 include:   consumer and organizational buyer behaviour   product and innovation strategies   direct marketing   Social media marketing  Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

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 include: <ul>
<li> consumer and organizational buyer behaviour</li> <li>product and innovation strategies</li> <li>direct marketing</li> <li>Social media marketing </li>
</ul>
Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.

See the best price to sell, buy, or rent books by Massingham, Lester. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Massingham, Lester

See the best price to sell, buy, or rent books by Massingham, Lester. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

ESSENTIALS OF MARKETING

Essentials of Marketing Management

Essentials of Marketing Management

Marketing Case Studies: How to Tackle Them: How to Answer Them (Marketing Series)

Essentials of Marketing Management

Essentials of Marketing Management