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Marketing: An Introduction

Fifth Edition

by Rosalind Masterson, Nichola Phillips and David Pickton

Student Resources

Glossary Flashcards

Marketing Today
The Marketing Environment
Buyer Behaviour
Market Segmentation, Targeting and Positioning
Marketing Research
Product
Service Products
Promotion (Marketing Communications)
Place
Price
Building Brands: Using the Marketing Mix
Marketing Planning

Video

Apple: Perspective

Innocent: Success Story

Lego Consumer-Brand Engagement: Kronkiwongi project

Brands as lovemarks

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