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ESSENTIALS OF MARKETING
The new edition of "Essentials of Marketing" synthesises contemporary marketing knowledge to present the fundamental principles that underpin any introductory marketing course, while retaining the core coverage of marketing perspectives, tools, and planning from the previous edition. This edition has been revised to meet the needs of students taking the CIM Marketing Fundamentals examination, for which this text is essential reading.
570 pages, Paperback
First published November 1, 1998
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