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The chapter INTRODUCING MARKETING recognizes the impact of the global community on marketing practices. International implications are discussed in MARKETING IN GLOBAL MARKETS and are also integrated into the text through relevant examples.
Technology is altering many marketing practices. The World Wide Web. databases, tracking devices, and market simulations are only a few examples of the ways technology has affected marketing strategies. Technology coverage is woven throughout the text, features, and end-of-chapter materials of this book. (Note that because technology is changing so rapidly, it is virtually impossible for a text such as this to remain absolutely current.)
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