Geoffrey Lancaster, Lester Massingham
Routledge; 2nd edition (August 31; 2017)
The extent to which marketing is able to provide strategic input and keep operations centered on customer requirements is a critical factor in determining an organization's overall level of commercial success. This important study by Lancaster and Massingham gives an alternative to the usual teaching materials that are focused on the United States of America and are already available. The study features a variety of examples and case studies from all around the world.
This new edition has been thoroughly updated and edited throughout, and it now features a brand-new chapter on digital marketing that was authored by Dr. Wilson Ouzem.
Included among the topics discussed are:
buying behavior on the part of consumers and businesses
- plans for both products and innovations
- marketing through personal interaction
- Social media marketing
Essentials of Marketing Management is a text that was developed and written specifically for undergraduate, MBA, and master's level students who are enrolled in marketing management classes. It builds on the success of the first edition to provide a solid foundation for understanding this central topic.
The Authors of the Work
At the London School of Commerce in the United Kingdom, Geoff Lancaster serves as the Dean of Academic Studies. In addition to that, he is the Chairman of Durham Associates Group Ltd.
CMC Group is a management development and consulting firm that has operations in the Middle East, South East Asia, and Europe. Lester Massingham serves as the Chairman of the CMC Group.