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MKTG 201 Principles of Marketing: Reading list

MKTG 201 Principles of Marketing

Department: BSc Business management & BSc Accounting & Finance

Module Description: This is a core module that aims to introduce the main marketing principles, theory and practice as it applies in consumer, industrial and service organisations.  The module’s purpose is to explore the manner in which firms can gain competitive advantage by adopting a consumer orientation.  

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