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ISBN: 0333981189Издательство: Palgrave Macmillan
Год издания: 2003
Book Description This exciting new book has a unique combination of text, case studies, and readings that demonstrate recent developments in the area of strategic marketing. A comprehensive lecturers' website includes extensive answers plus slides oftables, figures, and learning objectives. The text encourages the reader to engage with the debate itself and not just the theory. Topics are tackled in new and creative ways and include the latest innovations and developments in the field.