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An overview of marketing principles and concepts, updated to reflect the challenges of the global recession.

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. SUITABLE FOR 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.

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