Principles and Practice of Marketing

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9780077107086: Principles and Practice of Marketing

"Principles and Practice of Marketing, 4th Edition" is the essential text for all marketing students. With its established authority and reputation, the new edition of this flagship textbook maintains its position as the discerning choice for introductory marketing modules at undergraduate or MBA level. The fourth edition leads the field of marketing textbooks with new coverage on emerging topics led by contemporary practice and informed by recent research. This thorough revision also offers lecturers and students a range of exciting new cases, vignettes and adverts, a variety of new Internet exercises, ethical dilemmas and chapter reviews, and a complete package of extra resources online.

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Principles and Practice of Marketing

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"A superbly comprehensive and up-to-date marketing text, presented in a very accessible format. Principles and Practice of Marketing brings marketing theory to life through its use of practical business examples. An essential text for marketing scholars everywhere." Fiona Ellis-Chadwick, Lecturer in Retailing and Marketing, Loughborough University Individual quotes 20031013 "Principles and Practice of Marketing, 4th edition feeds a critical perspective to classic and up-to-date marketing themes. Just what is needed for a young academic student." Dr Piet Pauwels, Department of Marketing, Maastricht University Individual quotes 20031013

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