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Takes a practical, managerial approach to marketing, providing examples and applications and showing...
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Takes a practical, managerial approach to marketing, providing examples and applications and showing the major decisions that marketing managers face in their efforts to balance the organization's objectives and resources against the needs and opportunities in the marketplace. This edition emphasizes customer service, relationship marketing, marketing technologies, total marketing quality, value-delivery systems, global marketing, and marketing ethics, environmentalism, and social responsibility. The CD-ROM contains a selection of written video cases. Annotation c. by Book News, Inc., Portland, Or.
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