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ISBN: 0702159336Издательство: Juta Academic
Год издания: 2004
Book DescriptionDebunking the idea that marketing has to be complicated, this book introduces the issues underlying marketing concepts and strategies. This newly revised edition includes material on competitive advantage, competitive strategies, customerservice, product management, relationship management, and new media. Also addressed is the relationship between marketing, pricing, distribution, and communications. Integrating theory with practical tips, the book also covers the use of the Internet in marketing.