Essentials of Marketing Management Reviews

Author: Greg Marshall
Edition: 1
Publisher: McGraw-Hill/Irwin
Binding: Paperback
ISBN: 0078028787
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Essentials of Marketing Management

This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications.Essentials of Marketing Management review. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format. Marshall/Johnston’s Essentials of Marketing Management has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organizational performance— marketing management— is a core business activity. Its relevance is not limited to just marketing departments or marketing majorsRead full reviews of Essentials of Marketing Management.

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About the Author Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also Chairman of the Durham Associates Group Ltd.Lester Massingham is Chairman of CMC Group, a management development and consulting company with businesses in South East Asia, the Middle East and Europe.

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Essentials of Marketing Management - Geoffrey Lancaster, Lester Massingham

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Essentials of Marketing Management is a key introductory textbook offering an alternative to the traditional American focused texts currently available.

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Essentials of Marketing Management is a key introductory textbook offering an alternative to the traditional American focused texts currently available.

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Taylor & Francis Ltd | 2010 | 552 pages | ISBN-13: 9780415553469 | ISBN-10: 0415553466 | You save 15%

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Essentials of Marketing Management Reviews

This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Management and Metrics, in a user-friendly, non-encyclopedic format. Marshall/Johnston’s Essentials of Marketing Management has taken great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing to improve individual, unit, and organizational performance— marketing management— is a core business activity. Its relevance is not limited to just marketing departments or marketing majors. And business students of all backgrounds should appreciate the impact of effective marketing management on their own professional careers as well on as the overall success of their organizations. Bottom line, the ability to do great marketing management is relevant to everyone in a firm.