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The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, In Essentials of Marketing Management 2nd edition (PDF), the expert authors Lancaster and Massingham’s
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In recent years, innovative textbooks in foreign languages, science, mathematics, and other fields have achieved dramatic pedagogical gains by abandoning the traditional encyclopedic approach in favor of teaching a shorter list of core principles in depth. 2 well-respected researchers and authors, Ben Bernanke and Robert Frank, in the ebook Principles of Macroeconomics