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Marketing: Origins, Concepts, Environment
by Ray Wright
Binding: Paperback, 1 edition, 320 pages
Publisher: Cengage Learning Business Press
List Price: USD $46.99
Weight: 132
Dimension: H: 0.75 x L: 9.53 x W: 0.58 inches
ISBN 10: 1861525265
ISBN 13: 9781861525260
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Book Description:
This exciting introductory book covers both a theoretical and practical approach to the wide ranging discipline of marketing. It takes the reader through a step by step logical process beginning with the basic origins and concepts of marketing, knowing the customer, segmentation and the importance of marketing research through every element of the marketing mix finishing with a simple but detailed approach to the marketing planning process. Models are used throughout to aid understanding.

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