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Baines, Fill, & Page: Essentials of Marketing


Access the chapter links below to view task focused worksheets (available in Microsoft Word format), which provide you with the opportunity to enhance your understanding of marketing frameworks and theories.

Chapter 01
Marketing Principles and Society
Chapter 02
The Global Marketing Environment
Chapter 03
Understanding Customer Behaviour
Chapter 04
Marketing Research
Chapter 05
Marketing Strategy
Chapter 06
Market Segmentation and Positioning
Chapter 07
Products, Services, and Branding Decisions
Chapter 08
Price Decisions
Chapter 09
An Overview of Marketing Communications
Chapter 10
Managing Marketing Communications
Chapter 11
Retailing and Channel Management
Chapter 12
Services Marketing and CRM