A. Coskun SamliISBN: 0899307965;
Samli deals with a timely and important topic. It is maintained that proactive marketing, which is coined in the book as "value marketing," must be utilized to counteract the economic turbulence of our times. The firm must be able to develop a distribution system that is geared to adding value. Its promotional activity must be flexible and counter-recessionary. It must have a way of generating products that are truly suited to customer needs, and it must price to reach as many customers as possible. An ongoing marketing process that must be constantly changing and improving is the necessary ingredient in the firm's efforts to counteract turbulence.
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