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This is the printed textbook, Marketing Principles. Marketing Principles combines a thorough and engaging overview of essential marketing principles. The text p
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Student-led in its design and development, the book incorporates digital marketing as central to what marketers do, and combines quality examples, assessment an
The Essentials of Marketing Principles
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Marketing Principles
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Mrketing reversed prior business logic 50 years ago and said «the customer is king», and the companies began to recognize that it was not just the product tha