The third edition of this best selling text has been updated and revised to provide an up-to-date and student friendly introduction to marketing. New material on a number of areas has been added, including an extra chapter on international marketing. New case studies have also been included and the plates section has been expanded to provide even more colour and illustration. The book retains its fresh and accessible style, making it ideal for students on modular and other introductory courses. An instructors manual and OHPs are available along with a bank of multiple choice questions.
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