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Name: Essentials of Marketing. 4th ed.
Author: Lancaster, Geoff / Massingham, L. /Ashford, R.
ISBN: 978-0-07-709860-5

Essentials of Marketing. 4th ed.

・ISBN 978-0-07-709860-5 soft

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著者・編者	Lancaster, Geoff / Massingham, L. /Ashford, R.,
出版社	(McGraw-Hill, UK)
出版年月	2001
ページ数	608 pp.
言語	ENG
ニュース番号	＜485-639＞

解説

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.