A Generic Concept of Marketing - Broaden marketing's focus to include an organization's transactions with all of its publics.
Year of publication: |
1998
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Authors: | Kotler, Philip |
Published in: |
Marketing management : a quarterly business management publication of the American Marketing Association. - Chicago, Ill : AMA, ISSN 1061-3846, ZDB-ID 12018028. - Vol. 7.1998, 3, p. 48-54
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