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. This updated second edition includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing, and International Marketing.
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About the Author
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
Review
'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
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College Course Companion (Letts Study Aid)
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