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This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective

Harp uses the familiar figure of Bibendum and the promotional campaigns designed around him to analyze the cultural assumptions of "belle-epoque" France, includ

This text is well-grounded in scholarship, synthesizes a number of streams of thought, and then proposes thought-provoking applications for an existing approach

Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of mar