Synopsis
Widely-used textbook, now in its third edition. New sections cover exporting and international business as well as e-commerce. Provides a unique numerous short case studies, marketing principles applied to diverse contexts (including private, public and not-for profit sectors), and concisely expressed concepts.
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Review
1. What is Marketing 2. The Marketing Context 3. Customers and competitors 4. Buyer behaviour 5. Marketing research 6. Marketing strategy 7. Products: characteristics and strategies 8. Pricing: influences, strategies and methods 9. Promotions I: marketing communications 10. Promotions II: impersonal marketing communications 11. Place: marketing channels 12. Marketing decisions and planning
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