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Sinopsis
This second edition incorporates many developments in marketing thinking and practice. It provides: - a new and insightful treatment of organising for marketing - a greater emphasis on understanding markets and their competitive behaviour, along with network and relational approaches to marketing - an insight into how companies structure themselves to deliver first-rate marketing and how the marketing department is evolving - a strong focus on integrated marketing communication, brand equity and relationship marketing.
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Acerca del autor
John A. Murray is Professor of Business Studies at Trinity College, Dublin Aidan O'Driscoll is Senior Lecturer at the Dublin Institute of Technology and editor of Irish Marketing Review They are co-authors of Strategy and Process in Marketing
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