Essentials of Marketing Management by Lester Massingham, Geoffrey Lancaster

Essentials of Marketing Management

Lester Massingham, Geoffrey Lancaster

464 pages missing pub info (editions)

nonfiction business economics informative medium-paced
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Description

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 s...

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