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Principles and practices of marketing /

by Jobber, David.
Publisher: [S.l.] : McGraw-Hill Inc.,US, 2001Edition: 3rd ed.Description: 838 p.ISBN: 0077096134 (paperback); 9780077096137 (paperback).Online resources: Click here to access online
Book Summary: This latest edition of Principles and Practice of Marketing builds on its established strengths of clear exposition of theory linked to marketing practice. Updated throughout, the text takes into account today's greater emphasis on direct marketing and relationship marketing. The structure of the previous edition is retained with four main parts covering Fundamentals of Modern Marketing Thought, Marketing Mix Decisions, Competition and Markets and Marketing Implementation and Applications.

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