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No entanto, apenas alguns livros de gestão de marketing captam ee explicam os conceitos de marketing de uma forma facilmente compreensível e clara. Este livro foi escrito para apresentar os conceitos básicos de uma forma muito lúcida.
Abrange tópicos que são vitais para a compreensão fundamental do marketing. Os conteúdos deste livro abrangem o currículo aplicável num grande número deuniversidades ao nível da licenciatura e da pós-graduação.
Foram incluídos alguns estudos de caso para ilustrar a aplicação dos conceitos de marketing. .
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