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Jacket
Essentials of Marketing, 4/e
Geoff Lancaster, University of North London
Lester Massingham, Managing Director of CMC Consultants
Ruth Ashford, Manchester Metropolitan University

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.

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