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Marketing Theory
C/M/1079. Role of Marketing and Selling in today's Firms
- WORDS:
- 2600
- DATE:
- 2009
- PRICE:
- 29.99 GBP
The paper examines the role of marketing and selling in today's firms reviewing the ideas of Drucker and Levitt who perceived the functions of seller and marketer as distinct. Traditional approaches to marketing are contrasted to relationship marketing and a 'push versus pull' approach.
KEYWORDS: Traditional marketing, marketing mix, relationship marketing,
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