Marketing.

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Baines, Paul, Fill, Chris, Page, Kelly

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pvp.65,50 €

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ISBN:9780199290437
Editorial: Oxford University Press.
Fecha de la edición:2008
Encuadernación:Rústica
Dimensiones: 0 cm x 0 cm
Nº Pág.:859
Idiomas:Ingles

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The only undergraduate textbook on marketing principles featuring extensive digital material (on both website and DVD) that is fully integrated with the textbook to offer a blended learning solution.

Draws on students' own experiences throughout to capture the readers' interest when they learn about a new topic.

Starts with the basic concepts from classical marketing models and contrasts these with newer perspectives to help students develop knowledge and encourage critical thinking.

Illustrates how marketing problems have been solved in business to enable students to apply the theory learnt to real-world situations.

Extensive complementary digital material featuring video clips of interviews with the marketing practitioners presented in the textbook and guest lectures with academics on the chapter topics to help lecturers illustrate core marketing concepts to students.
Includes case studies, a test bank, tutorial activities and PowerPoint slides to aid lecturers' teaching.

Provides multiple-choice questions, web-based research activities, abstracts from seminal papers and study guidelines to help students test their own learning.

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