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Principles of marketing
Principles of Marketing emphasizes marketing concepts relevant to people working in a variety of business
functions. To illuminate the meaningful applications and implications of marketing ideas, the book
incorporates a modern approach, providing connections between topics, solutions, and real-world problems.
This multifaceted framework drives the integration of concepts while maintaining a modular chapter structure.
Theoretical and practical aspects are presented in a balanced manner. Principles of Marketing exposes
students to a diverse range of for-profit and nonprofit organizations, industries, products, brands, and
services.
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