THE MARKETING MIRAGE: How to make it a reality

by Colin McIver

A$30 · Offered by Kay Craddock Antiquarian Bookseller · No longer available

First edition

Pp. viii+216 last blank , text illustrations, index; med. 8vo; black boards, spine lettered in gilt; dust wrapper; Heinemann, London, 1987. First edition. *'Argues, with numerous examples, that marketing principles need to be adapted to meet specific situations; and that marketing specifics only work if the entire organization is actively involved' wrapper blurb . Item #184483

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