text and cases Lancaster, Geoffrey 1938- creator Massingham, Lester. text London New York McGraw-Hill Book Co. c1993 2nd ed. monographic 496 p. : ill. ; 25 cm. Geoffrey Lancaster, Lester Massingham. Includes bibliographical references and index. Marketing Marketing Case studies HF5415 .L2625 1993 658.8 0077077288 93019905 UOEL 000 20150416161211.0 1106650