ESSENTIALS OF MARKETING
ISBN-10:
0077098609
ISBN-13:
9780077098605
Author(s): Lancaster, Geoff; Massingham, Lester
Edition: 4th
Released: Dec 01, 2001
Publisher: McGraw–Hill Education
Format: Paperback, 570 pages
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Description:
Synthesises marketing knowledge to present the fundamental principles that underpin introductory marketing courses. This book covers marketing perspectives, tools, and planning. Added material meets the needs of students taking the CIM Marketing Fundamentals examination.
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