Essentials of marketing : text and cases / Geoffrey Lancaster, Lester Massingham.

By:

Lancaster, Geoffrey, 1938-

Contributor(s):

Massingham, Lester

Material type: Text

TextPublication details: London : McGraw-Hill, c1993.Edition: 2nd edDescription: 496pISBN:

9780077077280 (pbk) :
0077077288

Subject(s):

DDC classification:

658.8 LAN

Summary: This 2nd edition covers the basic elements of the marketing mix and includes discussion on wider issues such as the place of marketing in business and associated strategic matters. It includes increased coverage of portfolio analysis and the discussion of marketing research is expanded.

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		101764

Previous ed.: 1988.

Includes bibliographical references and index.

This 2nd edition covers the basic elements of the marketing mix and includes discussion on wider issues such as the place of marketing in business and associated strategic matters. It includes increased coverage of portfolio analysis and the discussion of marketing research is expanded.