College Course Companion (Letts Study Aid) - Softcover

Lancaster, Geoff; Etc.; Pearson, Richard; Reynolds, Paul

Softcover

ISBN 10: 0850978548 ISBN 13: 9780850978544

Publisher: Letts Educational, 1989

Synopsis

Marketing contains everything you need to know about how marketing impacts on business decisions. As well as introducing basic marketing concepts and techniques with the non-specialist in mind, it also covers the latest developments in marketing
thinking and practice, such as relationship marketing and social marketing.
It is based upon the Management Charter Initiative's Occupational Standards for Management NVQs and SVQs at Levels 4 & 5. It is particularly suitable for managers on Certificate and Diploma programmes, including those accredited by BTEC. Professor Geoff Lancaster is the author of a number of best-selling books on marketing. He is the Senior Examiner for the Chartered Institute of Marketing Exam on Marketing Fundamentals. Paul Reynolds is Lecturer in Marketing at the University of Huddersfield.
Endorsed by the Institute of Management
Complements Ian Smith's Certificate-level textbook `Meeting Customer Needs'
Great introduction to marketing principles for non-marketing managers

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 Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.

Edition details

• Publisher: Letts Educational
• Publication date: 1989
• ISBN 10: 0850978548
• ISBN 13: 9780850978544
• Binding: Paperback
• Language: English
• Number of pages: 256