Features

Marketing Plan Template - this feature allows students to develop skills in constructing marketing plans as they tackle key topic areas.
Marketing in a Small Business - a running case study giving examples of how key topics and concepts are dealt with within a small business.
Meet the Marketer - a snapshot of marketing professionals in the workplace. Personal testimonies linking ideas and concepts within each chapter.
Opening Chapter Summary - this appears at the start of each chapter to give the students a brief overview of the forthcoming chapter. This will become an essential tool for students' review sessions.
Readability - Designed to encourage students to read with short manageable paragraphs and sections. Written in a jargon free style.
"Test Your Learning" - new questions have been added to enhance student's critical and strategic thinking. This will include a question of ethics, exercises and problems and work place examples.
Key Terms and Concepts - students will find these listed at the end of each chapter.
Practical Approach - all concepts are defined by real examples and applications.

Student Friendly Features Include:

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