Marketing - Softcover

Lancaster, Geoff; Cowling, M.; Reynolds, Paul

Softcover

ISBN 10: 0333987896 ISBN 13: 9780333987896

Publisher: Palgrave Macmillan, 2003

Synopsis

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

About this title

Review:

'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel University

About the Author:

GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates

PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield

About this edition

• Publisher: Palgrave Macmillan
• Publication date: 2003
• ISBN 10: 0333987896
• ISBN 13: 9780333987896
• Binding: Paperback
• Edition number: 2
• Number of pages: 448