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Introduction to marketing by Cunningham N

Introduction to marketing by Cunningham N

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ISBN: 9780627035999

Publisher: VAN SCHAIK

Paperback, 517 pages

Introduction to marketing addresses concepts such as consumer behaviour, marketing research, segmentation, targeting and positioning. It also focuses on contemporary marketing topics such as marketing metrics, international marketing, business-to-business (B2B) marketing versus business-to-consumer (B2C) marketing, and ethical considerations.