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Introduction to Marketing 5th edition focuses on Consumer Behaviour, Market Segmentation, Target and Positioning, Integrated Marketing, Marketing, Internet Marketing and Services Marketing – information that is essential to any academic or professional working in the area of marketing. In addition to the updated content which covers changes in the marketing environment, the scope of the fifth edition has been extended through user feedback to include the requirements of students, lecturers and practitioners. Introduction to Marketing 5th edition is the ideal resource for anyone studying marketing for the first time, whether in the formal or informal sectors and will be an invaluable tool for any entrepreneur.