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Marketing in Perspective (RLE Marketing) (Routledge Library Editions: Marketing)

Marketing in Perspective (RLE Marketing) (Routledge Library Editions: Marketing)

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  • ISBN-13: 9781138787636
  • Publisher: Routledge
  • Release Date: Sep 03, 2014
  • Edition: 1
  • Pages: 252 pages
  • Dimensions: 0.63 x 9.21 x 6.14 inches


This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

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