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Sep 23, 2011 chapter 1 marketing in a changing world. He has authored dozens of other successful books and has written more than 100 articles in leading journals. Role of marketing guiding philosophy the marketing concept input to strategic planners, to see and exploit opportunities carry out unit objectives profitably crossfunctional conflict marketing and other functions should be in harmony. Principles of marketing by kotler and armstrong and a great selection of related books, art and collectibles available now at. With the study guides and notes written by fellow students, you are guaranteed to be properly prepared for your exams. Principles of marketing helps readers master todays key marketing challenge.
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