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What is marketing? How is value created in the marketing process? How do I develop a marketing plan? How do I conduct market research? Is the Internet the best way for me to market my product or service, or is it a complementary distribution channel? Introduction to Marketing 5e answers these and many other topical questions. This completely updated fi fth 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.