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This updated edition has been given an international flavour, including more European coverage, a new chapter on international planning, and a new case study with specimen answers.
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About the Author:
Geoff Lancaster is Professor of Marketing, London Metropolitan University; Visiting Professor of Marketing, Macquarie University, Sydney; and Chairman of Durham Associates Group Ltd. He was also Senior Examiner and Senior Academic Advisor to the Chartered Institute of Marketing for many years. Lester Massingham is Chairman and Managing Director of the CMC Group of Management consultancy Companies. For many years he was Senior Examiner and International Academic Advisor to the Chartered Institute of Marketing. He holds a Professorship at the University of Tun Abdul Razak (UNITAR) in Malaysia.
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- PublisherMcGraw-Hill Publishing Co.
- Publication date1998
- ISBN 10 0077092910
- ISBN 13 9780077092917
- BindingPaperback
- Edition number2
- Number of pages456
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Marketing Management
Published by
McGRAW-HILL
(1993)
ISBN 10: 0077092910
ISBN 13: 9780077092917
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