The IEBM Encyclopedia of Marketing (International encyclopedia of business & management)

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9781861526359: The IEBM Encyclopedia of Marketing (International encyclopedia of business & management)

This collection of essays offers a comprehensive guide to marketing thinking and practice and integrates the respective elements of marketing into a unified field of study. Topics covered include; the nature and scope of marketing; the theoretical foundations; marketing management; the marketing mix; marketing in practice; and special topics including TQM and green marketing.

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