Essentials of marketing management / Geoff Lancaster and 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...

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Bibliographic Details

Online Access:	Full Text (via Taylor & Francis)
Main Authors:	Lancaster, Geoffrey, 1938- (Author), Massingham, Lester (Author)
Format:	eBook
Language:	English
Published:	Abingdon, Oxon ; New York, NY : Routledge, Taylor Francis Group, 2018.
Subjects:	Marketing > Management.