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This book provides a thorough introduction to the theory and practice of marketing. The analysis of core theories, concepts and techniques is integrated with marketing in practice, through the inclusion of over seventy mini-cases and frequent references to everyday organizations. The cases are drawn from a wide variety of organizations, business sectors and international settings. The text is highly structured, user friendly, and includes learning objectives, chapter overviews, key concepts, summaries, research and discussion questions and directed further reading.