by Geoff Lancaster (Author), PaulReynolds (Author)
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.
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