Essentials of Marketing Management

by Geoffrey Lancaster, Lester Massingham

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 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

552 pages, Paperback

First published August 2, 2010

Reviews

[Madhumal Gunetileke · Rating 2 out of 5]

It is what it says it is :) ... The 'Essentials' of Marketing Management, nothing more, nothing less. Not too bad for a start, but if you really want to get into it and go for some Marketing related insights more relevant to today's world, I highly recommend reading Kotler instead.

[Yakup Şenyayla · Rating 3 out of 5]

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