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Principles of Marketing




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Cover for 9780198827337

Marketing: A Very Short Introduction


Kenneth Le Meunier-FitzHugh

February 2021

Very Short Introductions

This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. As globalisation creates increasing challenges to established marketing practices it shows how marketing efforts need to adapt continuously to allow an organisation to reach its intended market.

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