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An overview of marketing principles and concepts, updated to reflect the challenges of the global recession.
New to this edition:
Impact of the economic downturn on pricing.
New technology for marketing information and research.
Impact of online distribution .
New methods of marketing communications .
New case studies at the end of each chapter.
Presented with clearly defined learning objectives and revision questions at the end of each chapter.
Written with a clear focus on the learner.
Students taking a marketing module as part of a degree or diploma programme.
Students taking Marketing Institute of Ireland exams.
Students taking marketing modules at FETAC Level 6.