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By:Marilyn A. Stone,John Desmond
Published on 2007 by Taylor & Francis


Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. It critically evaluates the effectiveness of different marketing strategies and approaches using case studies drawn from a cross section of sectors. Featuring a website to run alongside the text providing student and lecturer resources, this text conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today.

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