This key text has been fully updated to discuss the core issues of marketing through lively and engaging features, including a rich variety of case studies. Throughout the book, the authors tackle the complexities of Marketing's main theories, within a real life context, whilst retaining their well-established insight and accessible style. Suitable for undergraduate marketing degrees as well as more general marketing modules on other programmes. Also for use with MBA, further postgraduate study requiring marketing knowledge or as a refresher text for existing marketers.
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