TY  - BOOK
AU  - Lancaster,Geoffrey
AU  - Reynolds,Paul
TI  - Marketing: the one-semester introduction 
SN  - 0750643811 (pbk.) :
AV  - HF5415 .L2627 2001
PY  - 2001///
CY  - Boston
PB  - Butterworth-Heinemann
KW  - Marketing
N1  - Includes index
N2  - -- Designed for those taking a first course in marketing and focusing on the needs of the business student-- Coverage that is authoritative but does not include the mass of extra theory that is not of interest-- Provides an international view that takes the reader to the heart of contemporary global marketing issues; 'Marketing: The One Semester Introduction' is written by two of the most experienced and respected authors of the subject and is ideal for those undertaking a one semester or short course. The text is based on vast teaching experience and wide classroom testing through use in a range of programs; Theory and information are presented at just the right depth to allow rapid and high quality learning for all business and marketing students
ER  -