Lancaster, Geoffrey,  1938- <br/><br/>
Marketing management / 
Geoff Lancaster, Lester Massingham. 
 - London ;  New York :  McGraw-Hill,  c1993. 
 - 383 p. :  ill. ;  25 cm. 
<br/><br/> Includes index. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9780077074203 (pbk) :  £16.95 0077074203 :  Đ16.95 
<br/><br/><label>LCCN: </label>92025428 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management<br/>Business strategy<br/>Sales & marketing management
<br/><br/><label>Subjects--Index Terms: </label>Marketing 
<br/><br/><label>Dewey Class. No.: </label>658.8 LAN