Geoffrey Lancaster

Fully updated with the latest case studies, practical exercises and examples, the new edition covers leading research into the use of technology, social media and artificial intelligence to enhance the selling process. Meer

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. Meer