This essential introduction to marketing is especially designed for undergraduates studying marketing for the first time. It provides a comprehensive overview of marketing issues, including strong coverage of contemporary areas such as Internet marketing and customer relationship management. As such, it makes ideal background reading both for practitioners and those studying more specialist marketing courses.
This accessible and lucidly written text has a strong student focus, with pedagogical features that encourage students to engage fully with the subject matter. Each chapter contains an array of vignettes that illustrate real-world examples, activities, self-check questions, a chapter summary and suggestions for further reading.
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