Marketing: A relationship perspective

By: Contributor(s): Material type: TextPublication details: New Jersey World Scientific publishing Co. Inc. 2015Edition: 2ndDescription: xvii, 502 p. Includes bibliographical reference and indexISBN:
  • 9798886130669
Other classification:
Summary: Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the ‘new’ relationship approach into the traditional process of developing effective marketing plans.
Item type: Textual
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Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the ‘new’ relationship approach into the traditional process of developing effective marketing plans.

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