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| #2478901 in eBooks | 2007-01-24 | 2007-01-24 | File type: PDF||About the Author||Marilyn A. Stone is a Senior Lecturer and Director of the International Management degree at Heriot-Watt University, Edinburgh. | |John Desmond is Reader in Management at St Andrews University, Scotland.
Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, ...
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