Essentials of Marketing, Fourth Edition Geoff Lancaster is Professor in Marketing, University of North London Lester Massingham is Chairman and Managing Director of CMC Consultants Ruth Ashford is a lecturer, Manchester Metropolitan University and Senior
CIM Examiner ISBN: 0077098609 No. of pages: 608 Publication Date: December 1 2001 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. |