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I received my first introduction to the brain sciences in 1936 and 1937, for me the second and third years of the 7-year medical school curriculum at the University of Leiden. During those years my interest in the subject was aroused in particular by the brilliant lectures of the physiologist...

This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples.