Download or read book Essentials of Marketing Management written by Geoffrey Lancaster and published by Routledge. This book was released on 2010-10 with total page 551 pages. Available in PDF, EPUB and Kindle. Book excerpt: The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. This title covers such topics as: consumer and organizational buyer behaviour; product and innovation strategies; direct marketing; and, e-marketing.