Successful marketing involves looking at the organisation concerned
and the world it occupies from the perspective of the customer.
This guide explores the link between this "marketing philosophy',
marketing theories and marketing practice.;It includes a range of
examples and situations, covering non-traditional contexts, and
readers are encouraged to "become involved" with case histories,
self-checks and action checklists.;Dr Rushton is the co-author of
"Effective Distribution Management" and "Marketing".
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