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Marketing - Ray Wright
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Title
Marketing - origins, concepts, environment
Marketing - origins, concepts, environment
Author
Ray Wright
Ray Wright
format
Paperback / softback
Paperback / softback
Publisher
Cengage Learning
Cengage Learning
Language
English
English
UK Publication Date
19990925
19990925
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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