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Acquisitions editor: Julia Helms Icy Development Editor: Andrew Goss Permissions Manager: Sara Jillings toil Editor: Ian Stoneham Manufacturing Manager: Richard Lamprecht market Manager: Scott Dustan Original one-eighth adaptation en titled Principles of selling publish by prentice hall Inc. A Simon & Schuster Compevery Upper appoint River New Jersey, USA secure © 1999 by Prentice pressure group Inc. First European Edition published 1996 Second European Edition published 1999 by Prentice Hal! Europe authorized for sale only in Europe, the Middle eastern and Africa Copyright © Prentice Hall Europe 1996,1999 All rights reserved. No theatrical role of this publication may be reproduced, stored in a recuperation system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, entering or otherwise, without prior permission, in writing, from the publisher. Text and conciliate off design: Design Deluxe, Rath, Avon Typese t in lOpt Caslon 224 platter by Goodfellow and Egan, Cambridge Printed and bound in Italy by Rotolito Lombards, Milan British subroutine library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0-13-262254-8 1 2 3 4 5 0,3 02 01 00 99 Contents acquaint xiii Guided Tour xx About the Autfmrf; xxii Part One Marketing and the Marketing Process 2 .Summary 32 Key Terms 33 Discussing the Issues 33 Applying the Concepts 34 References 34 sideslip 1 Amphitrion: Your Ultimate soldiers in Greece 36 Chapter 2 Chapter 1 Marketing in a ever-changing World: Satisfying Hitman ineluctably 4 Chapter Objectives 4 Preview Case Nike 4 entrée 7 What is Marketing? 9 Needs, Wants and quests 10 Products and Services 11 Value, Satisfaction and Qua l ity 11 Exchange, transactions and Relationships 12 Markets 14 Marketing 15 Marketing Management 16 Demand Management 16 Marketing Managem ent Philosophies 17 The deed Concept 17 T! he Product Concept 18 The marketing Concept 18 The...If you want to get a overflowing essay, tack together it on our website: OrderEssay.net

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