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Marketing : best practices / Michael R. Czinkota [and others]

Livre

Czinkota, Michael R.. Auteur

Edité par Dryden. Fort Worth - 2000

Introduction to marketing. The marketing environment and social responsibility. International marketing. Marketing research and information systems. Consumer behavior. Business-to-business marketing. Market segmentation and target markets. Product decisions and marketing's role in new product development. Services marketing. Marketing channels and distribution. Retailing and wholesaling. Integrated marketing communications: advertising, promotions, and other tools. Personal selling and sales management. Pricing strategies and determination. Marketing on the Internet.

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