Titlebook: Marketing; An Introductory Text Martin Christopher,Malcolm McDonald Textbook 1995Latest edition Martin Christopher and Malcolm McDonald 199

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Introduction: Marketing’s Role in the Organisationhened their positions and survived, albeit under new management and ownership. What are the factors that lead to success or failure in the market place? Why is it that companies in the same industry have widely differing success in achieving sales?

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Relationship Marketingloyalty. This viewpoint is the foundation for the development of the concept of relationship marketing, at the heart of which lies the proposition that the fundamental purpose of marketing is the creation and development of longterm, profitable relationships with customers.

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Pricing Strategy for other products in the range. It is not surprising, therefore, that much has been written and discussed on the subject of pricing and that it has created considerable controversy as to how the price decision should be made.

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s that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in

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Talkative

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和平主義

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