by Lester Massingham, Geoffrey Lancaster · Butterworth-Heinemann · tapa blanda · ISBN 9780750620116
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«Marketing Case Studies» is a marketing textbook by Lester Massingham and Geoffrey Lancaster, published by Butterworth-Heinemann in paperback (288 pages).
Textbook for students starting out in marketing case studies. Teaches how to identify problems, propose solutions and respond, with worked examples and model answers. The cases cover sales, international marketing, planning and control, and marketing communications, according to CIM examinations.
Second revised and updated edition, published in 1995 in the Marketing Series: Student collection.
For marketing students and candidates for CIM certificates and diplomas who want to practice with solved cases.
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