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Chapter 2. Marketing

Marketing is an ever-present and constantly changing area of business that draws great attention and theorising. It is a crucial function that supports a business at the most basic level - generating sales.
Due to consumer tastes and market conditions there is an art to achieving effective marketing and many factors need to be considered. This module will cover all of the fundamental areas that play a part in the development and application of marketing.
Core frameworks such as the marketing mix and STP will be introduced, as well as other topics such as branding, communication theory and retailing. The result is a practical guide to offer a university level introduction to assist budding marketers.

Chapter Contents




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