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This 2nd edition covers the basic elements of the marketing mix and includes discussion on wider issues such as the place of marketing in business and associated strategic matters. It includes increased coverage of portfolio analysis and the discussion of marketing research is expanded.
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Essentials of Marketing, Geoff Lancaster, Massingham Lester
- Language
- Released
- 1993
- product-detail.submit-box.info.binding
- (Hardcover)
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- Title
- Essentials of Marketing
- Language
- English
- Authors
- Geoff Lancaster, Massingham Lester
- Publisher
- McGraw-Hill
- Released
- 1993
- Format
- Hardcover
- ISBN10
- 0077077288
- ISBN13
- 9780077077280
- Series
- Tags
- Non-Fiction, Textbooks, Business, Business & Management, Other Textbooks, Marketing & Sales, Marketing and PR
- Description
- This 2nd edition covers the basic elements of the marketing mix and includes discussion on wider issues such as the place of marketing in business and associated strategic matters. It includes increased coverage of portfolio analysis and the discussion of marketing research is expanded.