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's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
This book concentrates on marketing planning in the medium term (one year ahead) and in the long term (typically between two and twenty years) and refers to tactical issues as part of the strategic planning process.
This text has been updated in line with changes in the marketing environment. The influence of the EU and concepts of consumer behaviour have been added, together with information on matrix and analysis, oligopolistic pricing issues, and relationship selling, its development and practice.
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's vital study offers an alternative to the traditional American focused teaching materials currently available. This second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem. Topics covered include: consumer and organizational buyer behaviour product and innovation strategies direct marketing Social media marketing Designed and written for undergraduate, MBA and masters students in marketing management classes, Essentials of Marketing Management builds on the successful earlier edition to provide a solid foundation to understanding this core topic.
H. H. Asquith: Last of the Romans chronicles the life of H. H. Asquith (1852–1928), the longest-serving British prime minister between Lord Liverpool and Margaret Thatcher. In this study, V. Markham Lester argues that the key to understanding Asquith is to recognize the classical virtues he acquired early in his education. Employing unpublished sources and documents made public since the last full-scale biography of Asquith was published more than forty years ago, Lester challenges many interpretations in earlier biographies. Previous studies of Asquith have often glossed over his education and early years, contending that his development did not contribute materially to his mature outlook. On the contrary, by examining thoroughly Asquith’s early career—particularly his tenure as home secretary and his time as a barrister—this book offers unappreciated insights into Asquith’s character and development as a political leader. Lester further challenges the previous conclusions that Asquith failed as a war leader, demonstrating that Asquith succeeded in meeting the novel challenges of World War I and that his accomplishments have been insufficiently understood. He explains how Asquith’s lifelong reliance on rational thought, eloquence, and self-control produced the impressive leadership required to hold the fragile government together as it struggled to handle the unexpected and unprecedented challenges of world war and to lay the foundation for ultimate victory in the Great War.
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