Massingham Lester Bücher

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.

This updated edition has been given an international flavour, including more European coverage, a new chapter on international planning, and a new case study with specimen answers.