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Marketing in Perspective (RLE Marketing)
Authors
252 pages
More about the book
Focusing on key marketing management challenges from the 1980s that remain relevant today, the author emphasizes the significance of productivity, integration, and creativity for success in a competitive environment. Each chapter offers a critical analysis of various marketing concepts, theories, and methods, allowing for standalone reading based on specific issues. The book is enriched with case studies and an extensive bibliography, providing valuable insights for practitioners and students alike.
Book variant
2014, hardcover
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