TY  - BOOK
AU  - Lancaster,Geoffrey
AU  - Massingham,Lester
TI  - Marketing management
SN  - 9780077074203 (pbk) :
U1  - 658.8 LAN 
PY  - 1993///
CY  - London, New York
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
KW  - Business strategy
KW  - thema
KW  - Sales & marketing management
N1  - Includes index; Includes bibliographical references and index
N2  - 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
ER  -