This is a core text for students studying the financial aspects of marketing for the first time. It moves systematically through the subjects covered in the majority of courses, reinforcing learning through a number of pedagogical features including: Numerous exercises and examples Learning objectives at the beginning of each chapter and summaries at the end Case studies to pull together the areas so far coveredThe use of spreadsheets is integrated into the text.
This is a core text for students studying the financial aspects of marketing for the first time. It moves systematically through the subjects covered in the majority of courses, reinforcing learning through a number of pedagogical features including: Numerous exercises and examples Learning objectives at the beginning of each chapter and summaries at the end Case studies to pull together the areas so far coveredThe use of spreadsheets is integrated into the text.
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