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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
- Langue
- Année de publication
- 1993
- product-detail.submit-box.info.binding
- (rigide)
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- Langue
- Anglais
- Auteurs
- Geoff Lancaster, Massingham Lester
- Éditeur
- McGraw-Hill
- Publié
- 1993
- Format
- rigide
- ISBN10
- 0077077288
- ISBN13
- 9780077077280
- Séries
- Mots clés
- Nonfiction, Manuels, Commerce, Affaires & Gestion, Autres manuels scolaires, Marketing & Ventes, Marketing et relations publiques
- 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.