Marketing in Perspective (RLE Marketing)

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Focusing on the critical elements of productivity, integration, and creativity, this book examines the challenges faced by marketing management since the 1980s, many of which remain relevant today. Each chapter offers an in-depth review of marketing concepts, theories, and methods, allowing readers to tackle specific problems independently. The text is enriched with case studies and an extensive bibliography, providing a comprehensive resource for understanding modern marketing practices in a cost-effective environment.