Synopsis
Updated to accommodate changes that have occurred in recent years, this textbook examines the complex conditions and increasing competition facing businesses, and how traditional marketing techniques are being adapted to suit these more specialized needs. The role of information technology is discussed with reference to its impact on marketing - notably marketing management and marketing information services. The text reflects recent developments, particularly the growing importance of internationalism and the Single European Market, the application of new technologies, the growth of consumerism, environmentalism and the changing role of the state. The fundamental assumption of the book is that the interplay of academic and practical knowledge holds the key to understanding and applying marketing.
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Basic Marketing: Principles and Practice
Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
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Paperback. Condition: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR002548431
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