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For upper level courses in BA Marketing modules; marketing strategy, marketing management, MBA and BA Business Studies.
This exciting new text develops a new approach to marketing by taking a unique integrated approach to strategic development, incorporating current thinking and the impact of technology in a holistic manner.
With a strong case based approach, and co-written by a Senior Examiner for the CIM, bringing a plethora of CIM cases, this cutting edge text will bring students bang up-to-date with recent developments in the fields of sustainability, new technology and the learning organisation.