Business Essentials Marketing Principles

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BPP Learning Media's Business Essentials books can be specifically used on courses leading to diplomas in business, as generic texts on a wide range of degree programmes or as background reading and reference materials for the particular subject areas on a multitude of business related courses. The Course Books cover Edexcel's current guidance for the Higher Nationals in Business. This book discusses topics on the concept and process of marketing; segmentation, targeting and posititioning; the extended marketing mix; market segments and contexts