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This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand. Groucutt's passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework.
Concise, affordable and comprehensive in content - this text is a must for all introductory marketing courses. �Companion Website: http://www.palgrave.com/foundations/groucutt/
- Sales Rank: #10497845 in Books
- Brand: Brand: Palgrave Macmillan
- Published on: 2005-11-29
- Released on: 2005-11-10
- Original language: English
- Number of items: 1
- Dimensions: 9.44" h x 1.02" w x 7.46" l, 1.84 pounds
- Binding: Paperback
- 288 pages
- Used Book in Good Condition
About the Author
Jonathan Groucutt is a Senior Lecturer at Oxford Brookes University Business School, UK.
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