Introduction to Essentials of Marketing

DOI: 10.4324/9781003170891-1

Welcome to Essentials of Marketing. This textbook provides you with the most important theories, strategies, and practices in marketing. It is concise, written in everyday language, and intended primarily for university business students. It assumes no prior knowledge of marketing, other than what we all witness in our everyday lives, and explains any concepts in simple terms. You can dip into individual chapters in any order or read through the whole book to gain a more holistic understanding. There are questions, case studies, and exercises to let you apply your new-found knowledge in real-life contexts, and there are useful online materials for both students and educators. ...

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