Publisher's Synopsis
Designed as a core textbook for a broad range of essential Marketing courses and modules, with textbook pedagogy included throughout to aid understanding and cement learning.
Uniquely practical and applied in its approach with an emphasis on employability, with a 25,000-word running case study embedded within each chapter, which enables students to 'progress' through a 'marketing career' by applying their newly learned knowledge into realistic and modern context.
Unlike the competition in the area, this is a concise textbook, which is user-friendly for a wide, international readership.
