Key Concepts In Marketing

Introduces and examines the key issues, methods, models and debates that define the field of marketing. This book covers over 50 essential concepts, including the marketing mix, branding, consumerism, marketing communication and corporate image. It includes various entries that feature: useful defin [...]
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Introduces and examines the key issues, methods, models and debates that define the field of marketing. This book covers over 50 essential concepts, including the marketing mix, branding, consumerism, marketing communication and corporate image. It includes various entries that feature: useful definition box; and summary of the concept.