Provides an appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sector, this textbook critically evaluates the effectiveness of different marketing strategies and approaches.
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ISBN | 9780415370974 |
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Sprache | eng |
Cover | Kartonierter Einband (Kt) |
Verlag | Taylor and Francis |
Jahr | 20061221 |
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