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Essentials of Marketing Management
Essentials of Marketing Management
Author: 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 c...  more »
ISBN-13: 9780415553469
ISBN-10: 0415553466
Publication Date: 12/31/2010
Pages: 552
Edition: 1
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Publisher: Routledge
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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