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Marketing Essentials (2nd ed.)

Dibb, Sally and Simkin, Lyndon (2013). Marketing Essentials (2nd ed.). Andover: Cengage Learning.

URL: http://edu.cengage.co.uk/catalogue/product.aspx?is...
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Abstract

Marketing Essentials 2e explains the nature of marketing and the importance of understanding the complexities of the market place in a concise manner. This comprehensive text is easy to read, reflects accurately the current thinking in the world of marketing and is informative, interesting and topical.

Marketing Essentials follows a logical structure enabling students to clearly see how effective marketing requires an analysis of the market place, the recommendation of a marketing strategy and the implementation of the desired strategy.

Marketing Essentials is ideal for use on introductory marketing modules at both undergraduate and MBA level. The strategic content of the text makes it suitable for use on strategic marketing, marketing analysis and marketing management courses.

Item Type: Book
Copyright Holders: 2013 Cengage Learning EMEA
ISBN: 1-4080-7368-4, 978-1-4080-7368-1
Academic Unit/School: Faculty of Business and Law (FBL)
Research Group: Innovation, Knowledge & Development research centre (IKD)
Item ID: 36309
Depositing User: Sally Dibb
Date Deposited: 24 Jan 2013 10:35
Last Modified: 07 Dec 2018 10:12
URI: http://oro.open.ac.uk/id/eprint/36309
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