Marketing management /
Lancaster, Geoffrey, 1938-
Marketing management / Geoff Lancaster, Lester Massingham. - London ; New York : McGraw-Hill, c1993. - 383 p. : ill. ; 25 cm.
Includes index.
Includes bibliographical references and index.
Examines the trends within the business and in the external environment which have produced the need for a truly strategic approach to marketing. The text describes the key steps required to develop a strategic marketing approach and considers strategies which can improve a company's performance.
9780077074203 (pbk) : £16.95 0077074203 : Đ16.95
92025428
Marketing--Management
Business strategy
Sales & marketing management
Marketing
658.8 LAN
Marketing management / Geoff Lancaster, Lester Massingham. - London ; New York : McGraw-Hill, c1993. - 383 p. : ill. ; 25 cm.
Includes index.
Includes bibliographical references and index.
Examines the trends within the business and in the external environment which have produced the need for a truly strategic approach to marketing. The text describes the key steps required to develop a strategic marketing approach and considers strategies which can improve a company's performance.
9780077074203 (pbk) : £16.95 0077074203 : Đ16.95
92025428
Marketing--Management
Business strategy
Sales & marketing management
Marketing
658.8 LAN