McIver, Colin

THE MARKETING MIRAGE: How to make it a reality.

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

Price: $30.00