This is the second edition of Randall?s concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of ?classical? marketing, the book also covers ?new? marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.

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