Essentials of Marketing Management

Essentials of Marketing Management

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Essentials of Marketing Management is a key introductory textbook offering an alternative to the traditional American focused texts currently available.Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing e-marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, The ...

Title:Essentials of Marketing Management
Author:Geoffrey Lancaster, Lester Massingham
Publisher:Routledge - 2010-10-01


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