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Moving from the basic principles of markets, products and the marketing function to a demonstration of how to prepare a full marketing plan, this textbook provides a comprehensive introduction to marketing. Features include: a unique study tips section; a lively, readable text; study and exam tips in each chapter; self-assessment questions; past examination questions. The book is written for students on courses leading to qualifications from the Institute of Marketing, the Association of Business Executives, the Institute of Commercial Management and business studies courses at colleges and polytechnics.
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