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Chapter 1: Developing Customer Relationships and Value through Marketing Chapter 2: Linking Marketing and Corporate Strategies Appendix A: Creating an Effective Marketing Plan Chapter 3: Scanning the Marketing Environment Chapter 4: Ethics and Social Responsibility in Marketing Chapter 5: Consumer Behaviour Chapter 6: Organizational Markets and Buyer Behaviour Chapter 7: Reaching Global Markets Chapter 8: Turning Marketing Information into Action Chapter 9: Identifying Market Segments and Targets Chapter 10: Developing New Products and Services Chapter 11: Managing Products, Services, and Brands Chapter 12: Pricing, Products, and Services Chapter 13: Managing Marketing Channels and Supply More...
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