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Marketing

Marketing

by Geoff Lancaster (Author), PaulReynolds (Author)

  • Used

    Paperback 2003

    $3.26

  • Used

    Paperback 1995

    $3.26
Synopsis

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

$3.26

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2 in stock

More Information

Format: Paperback
 Pages: 365
 Edition: 2nd Revised edition
 Publisher: Palgrave Macmillan
Published: 24 Sep 2003
ISBN 10: 0333987896
ISBN 13: 9780333987896
Book Overview: 'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel University

Media Reviews
'This book is an excellent introductory marketing text. Not only are all of the conventional basics concisely explained, but also the level of detailed theory coverage is remarkably good...There are many up-to-date vignettes to illustrate contemporary marketing practice and the many e-examples give a real flavour of marketing practice today.' - Charles Dennis, School of Business and Management, Brunel University
Author Bio
GEOFF LANCASTER is Professor of Marketing at the University of North London Business School, and Chairman of Durham Associates

PAUL REYNOLDS is a Senior lecturer in Marketing at the University of Huddersfield