Written in a user-friendly way to ensure the information is
accessible, Introduction to Marketing Concepts is ideally suited to
students that are faced with time-pressures yet need to gain a
comprehensive understanding of the main concepts of marketing. The
authors focus only on the points that are needed to be able to
understand the theory, without the entanglement of additional
information. This ensures students do not have to wade through
non-essential information to get to grips with the subject. A
balance between basic marketing and strategic concepts makes it
suitable for all levels. Each chapter contains a series of
vignettes to illustrate the theory, with e-marketing perspective
evident throughout and a Web-based resource that accompanies the
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