MARKETING

Version for Stockholm School of Economics with access card to Mindtap.

The seventh edition of Marketing: Concepts and Strategies has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also given the authors? wide-ranging consultancy and res [...]
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Version for Stockholm School of Economics with access card to Mindtap.

The seventh edition of Marketing: Concepts and Strategies has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also given the authors? wide-ranging consultancy and research experience outside of the lecture theatre from a practitioner?s perspective. In particular, the world for marketers has gone digital, consumers communicate readily with each other via social media; Marketing has become more aligned to ethical, responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective - all of which are developments under-pinning this new edition