Lancaster, Geoffrey A. creator Reynolds, Paul. S.l.] Palgrave Macmillan 1998 336 p. ; 24 cm. This introductory text provides a comprehensive guide structured to cover milestones in marketing thinking and demonstrate their application. It should be useful to students coming to the subject for the first time but may also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures. Geoffrey A. Lancaster. Paperback. 0333658477 9780333658475 http://www.amazon.com/exec/obidos/ASIN/0333658477/chopaconline-20 http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0333658477 http://www.amazon.com/exec/obidos/ASIN/0333658477/chopaconline-20 http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0333658477