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McDaniel, Carl D.; Gates, Roger - 2010 - Eighth edition, international student version

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Marketing management : a cultural perspective

Peñaloza, Lisa (ed.); Özçaglar-Toulouse, Nil (ed.); … - 2012

"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the...