Lancaster, Geoffrey,  1938- <br/><br/>
Essentials of marketing :  text and cases / 
Geoffrey Lancaster, Lester Massingham. 
 - 2nd ed. 
 - London :  McGraw-Hill,  c1993. 
 - 496p. 
<br/><br/> Previous ed.: 1988. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780077077280 (pbk) :  No price 0077077288 
<br/><br/><label>LCCN: </label>93019905 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Marketing--Case studies<br/>Sales & marketing
<br/><br/><label>Subjects--Index Terms: </label>Marketing 
<br/><br/><label>Dewey Class. No.: </label>658.8 LAN