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Marketing Principles Pdf This textbook is quite comprehensive and covers all relevant topics for a principles of marketing course, including strategic planning in marketing, consumer and b2b decision making, segmentation targeting positioning (stp), market research, global marketing and cultural issues, the marketing mix (decisions on products [including services. Marketing by numbers: what's a customer worth? online, mobile and social media marketing: google's (alphabet's) mission marketing ethics: creating value ordistracting consumers? marketing by numbers: profitability. company case: lego: one more brick in the wall?.
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