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DESCRIPTION
Essentials of Marketing 5e provides a vibrant and accessible introduction to Marketing providing concise and accessible coverage of:
· traditional marketing techniques and theories,
· the practical and tactical decision-making processes involved in marketing,
· up-to-date topics such as corporate social responsibility, social media and ethics.
The book takes a practical approach, with plentiful examples and up-to-date case studies, complimented by a full range of online resources including video cases for every chapter and new author podcasts making this book perfect for undergraduates taking a one semester introductory marketing course.
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