Marketing management : A value-creation process / DUBOIS, Pierre-Louis ; JOLIBERT, Alain ; MUHLBACHER, Hans

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Marketing management : A value-creation process / DUBOIS, Pierre-Louis ; JOLIBERT, Alain ; MUHLBACHER, Hans

Book

DUBOIS, Pierre-Louis | JOLIBERT, Alain | MUHLBACHER, Hans

Published by Palgrave Macmillan - 2007

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2007

ISBN: 978-0-333-77319-2

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Exhibits, figures, notes, tables

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This book offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organization as well as for the organization itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organization.

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