Marketing Management: A Customer-Oriented Approach

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Cowritten by an expert on marketing and an expert on management, this text thoroughly integrates core marketing and management principles into one comprehensive resource for future marketing management professionals. Throughout the text, readers will encounter a significant emphasis on the customer service aspects of marketing, as well as the qualitative and quantitative methods critical to marketing analysis. Whereas other texts commonly focus on what may be needed at the executive level within major corporations, this ...

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