Год издания: 2004
В продаже с 18.01.2012
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Book DescriptionThis new textbook has been researched, and developed primarily for undergraduates. Written in student-oriented language, user-friendly and accessible, it also provides material of a rigorous academic standard. Each chapter conforms to the following set structure, designed to raise issues for consideration and research: Introduction Learning objectives Main chapter teaching Chapter summary Exercises and questions for review and critical thinking References and notes Peppered throughout with "mini" international case studies that provide marketing insights and discussion opportunities, the book also includes illustrative material and photographs to help clarify specific points. The text has been extensively reviewed and revised by both academics and practitioners, ensuring that the content and structure reflects the needs of today's students.