Lancaster, Geoffrey,  1938- <br/><br/>
Marketing fundamentals / 
Geoff Lancaster and Frank Whitey. 
 - Oxford :  Butterworth-Heinemann,  1994. 
 - 162 p. ;  30 cm. +  pbk. 
 - CIM student workbook series. Butterworth-Heinemann marketing series .
<br/><br/> Published on behalf of the Chartered Institute of Marketing.  Cover title: Marketing fundamentals : revision tips, exam hints, model answers : certificate syllabus '94-'95. 
<br/><br/>Includes index. 
<br/><br/>The marketing culture -- Tools of marketing: marketing research -- Tools of marketing: product -- Tools of marketing: portfolio management and new product development -- Tools of marketing: price -- Tools of marketing: place -- Tools of marketing: promotion -- Combining and extending the marketing mix: elements of planning and control -- Customer care -- The evolving marketing culture 
<br/><br/><label>ISBN: </label>0750619988 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8