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Essentials of marketing / Geoff Lancaster, Lester Massingham, Ruth Ashford

Main Author Lancaster, Geoff Coauthor Massingham, Lester
Ashford, Ruth Edition 4th ed. Publication Berkshire : McGraw-Hill, 2002 Description XI, 549 p. ISBN 0077098609 Abstract Synthesises marketing knowledge to present the fundamental principles that underpin introductory marketing courses. This book covers marketing perspectives, tools, and planning.
 Índice: 1- Marketing perspective and context; 2- The marketing tools; 3- Marketing planning and decision making; 4- Marketing's wider issues; 5- Case studies Topical name Marketing
Marketing - Gestão
Estudo de casos CDU
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Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 LAN 3468 Available 3468
Total holds: 0

Synthesises marketing knowledge to present the fundamental principles that underpin introductory marketing courses. This book covers marketing perspectives, tools, and planning.

Índice: 1- Marketing perspective and context; 2- The marketing tools; 3- Marketing planning and decision making; 4- Marketing's wider issues; 5- Case studies

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