Marketing 6e is a strong foundational text for first-year students
studying towards a BCom and BA qualifications in departments of
management, marketing or business management at universities. It is
also suitable for students who are studying a national diploma in
marketing at universities of technology. The book covers issues
such as sponsorship, marketing research, consumer behaviour and
marketing positioning. Marketing is a principles-based guide
through current topics such as green marketing and marketing
communications. The title includes pedagogical features such as
opening case studies, strategy readers, technology boxes, key
concepts and useful summaries. New to this edition: Additional
content on sustainability; Updates on digital marketing; Updates of
examples, readers and case studies
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