Essentials of Marketing 4/e - Softcover

Lancaster, Geoff; Massingham, Lester

9780077098605: Essentials of Marketing 4/e

Softcover

ISBN 10: 0077098609 ISBN 13: 9780077098605

Publisher: McGraw-Hill Education, 2001

The new edition of Essentials of Marketing synthesises contemporary marketing knowledge to present the fundamental principles that underpin any introductory marketing course, while retaining the core coverage of marketing perspectives, tools, and planning from the previous edition. This edition has been revised to meet the needs of students taking the CIM Marketing Fundamentals examination, for which this text is essential reading.

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