Essentials of Marketing: Text and Cases

Lancaster, Geoff and Massingham, Lester

ISBN 10: 0077077288 / ISBN 13: 9780077077280

Edité par McGraw-Hill Publishing Co., 1993

A propos de cet article

Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Damaged cover. The cover of is slightly damaged for instance a torn or bent corner. Grubby book may have mild dirt or some staining, mostly on the edges of pages.

N° de réf. du vendeur CHL5373946

Détails bibliographiques

• Titre: Essentials of Marketing: Text and Cases
• Éditeur: McGraw-Hill Publishing Co.
• Date de parution: 1993
• Langue: anglais
• ISBN à 10 chiffres: 0077077288
• ISBN à 13 chiffres: 9780077077280
• Reliure: Hardcover
• État de l'article: Used; Good

A propos de ce titre

Synopsis

"Essentials of Marketing" is suitable for introductory courses in marketing at all levels - undergraduate, post experience, postgraduate and professional courses. Not only does this text cover the basic elements of the marketing mix, but it also includes discussion on wider issues such as the place of marketing in business and associated strategic matters. The substantial revision should further enhance the text's reputation with changes such as new material on consumer and organizational behaviour. There is increased coverage of portfolio analysis; the discussion of marketing research has been expanded; and the discussion on buyer behaviour has been updated. Other new features include a new chapter on logistics including coverage of JIT and lean manufacturing systems; and analysis of environmental issues. The case study section comprising real world extended case studies with model answers, has also been revised - two cases have been brought up-to-date and a third is included for the first time. Other pedagogical features include end-of-chapter summaries and questions. "Essentials of Marketing" is now accompanied by "Marketing Management" (published September 1992) by the same authors. Together these texts aim to provide essential coverage of the complete marketing syllabus from introductory to advanced levels.