A new edition of a book originally published in 1994. The new edition updates basic information and contains new case studies of different lengths, including several shorter ones. It gives greater emphasis to exporting and international business, and e-commerce.
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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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