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The marketing firm is that business organisation which responds to the imperatives of consumer-orientation. Its style of management is marked by its adherence t

This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wa

Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core the

This book provides an expert analysis of the theory of the marketing firm by drawing upon operant psychology, economic theory and marketing to argue that all fi