Marketing & Economics

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Integrating economics and marketing, this book addresses contemporary business challenges shaped by rapid sociological, technological, and political changes. It emphasizes the importance of understanding resource allocation and scarcity in relation to demand, encouraging marketers to blend economic principles into their strategies. Written in an accessible style, it covers diverse topics such as offshoring, the circular economy, and customer relationships. Ideal for undergraduates and professionals alike, it offers essential insights for effective decision-making in today’s evolving business landscape.