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Marketing Trends in Australia: Essays and Case Studies

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Marketing Trends in Australia: Essays and Case Studies is a review of current practices in marketing. Leading scholars and business people record their observations of 'marketing in action'in original contributions that both the student of marketing and the practitioner will find invaluable.

There are four sections covering the context of marketing, theoretical underpinnings, the marketing mix, and marketing in practice. Each of these is comprised of six cases, which address key issues or topics. For more advanced students, four carefully researched essays on important aspects of marketing have also been included, one in each section. Part V contains a range of invaluable supplementary resource material.

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