This edition presents a review of marketing strategy to take into account all the major new developments in the field. It covers the issues and methods of marketing in a competitive environment. The revision aims to increase the accessibility of the text for the reader approaching the areas of strategic marketing for the first time. It contains up-to-date marketing examples and covers areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations.
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This edition presents a review of marketing strategy to take into account all the major new developments in the field. It covers the issues and methods of marketing in a competitive environment. The revision aims to increase the accessibility of the text for the reader approaching the areas of strategic marketing for the first time. It contains up-to-date marketing examples and covers areas of service marketing, business to business marketing, non-business marketing, international marketing and ethical considerations.
Read Less
