Marketing management / Geoff Lancaster, Lester Massingham.

By:

Lancaster, Geoffrey, 1938-

Contributor(s):

Massingham, Lester

Material type: Text

TextPublication details: London ; New York : McGraw-Hill, c1993.Description: 383 p. : ill. ; 25 cmISBN:

9780077074203 (pbk) :
0077074203 :

Subject(s):

DDC classification:

658.8 LAN

Summary: 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.

Holdings ( 1 )
Title notes ( 3 )

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Long Loan	TUS: Midlands, Main Library Athlone General Lending	658.8 LAN (Browse shelf(Opens below))	1	Available		103819

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.