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Description - Foundations of Marketing by Jonathan Groucutt

This contemporary introductory text explores the key areas of marketing within an international context. Moreover it seeks to expand the generic marketing mix from 7Ps to 10Ps with the inclusion of Performance, Packaging and Psychology. Whilst aimed at undergraduates, it is written in a clear succinct style that makes it accessible to non-marketers and business people alike. Theories are brought to life through the use of contemporary real-world examples, including the impact of SARS, terrorism and extreme weather on marketing operations. Containing over 100 examples and mini cases, this text seeks to place marketing in the context of the world that we inhabit. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/foundations/groucutt/index.asp

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Book Details

ISBN: 9781403903273
ISBN-10: 1403903271
Format: Paperback
(246mm x 189mm x mm)
Pages: 432
Imprint: Palgrave Macmillan
Publisher: Palgrave USA
Publish Date: 1-Sep-2005
Country of Publication: United States

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Author Biography - Jonathan Groucutt

JONATHAN GROUCUTT is a Senior Lecturer at Oxford Brookes University Business School, UK. A Fellow and member of numerous professional organizations, Jonathan is author of over 40 business articles and several books including Mastering e-Business (with Paul Griseri, published by Palgrave Macmillan) and Marketing: Essential Principles, New Realities (with Peter Leadley and Patrick Forsyth).

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