Essentials of Marketing Management (2nd Edition) – PDF

The success of an organization depends on how marketing contributes to strategy and focuses on understanding market needs. In the Essentials of Marketing Management 2nd edition (PDF), the authors, Lancaster and Massingham, provide an alternative to the current teaching materials that are predominantly American-focused. With examples and case studies from around the world, this revised and updated edition includes a new chapter on digital marketing written by Dr. Wilson Ouzem. Topics covered include direct marketing, social media marketing, product and innovation strategies, consumer and organizational buyer behavior.

Designed for undergraduate, MBA, and master’s students in marketing management classes, this book builds on the previous edition to provide a strong foundation for understanding this core topic.

About the Authors

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