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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 eighth adaptation en titled Principles of selling publish by prentice hall Inc. A Simon & Schuster Compevery Upper load River New Jersey, USA procure © 1999 by Prentice residence Inc. First European Edition published 1996 Second European Edition published 1999 by Prentice Hal! Europe authorise for sale only in Europe, the Middle eastern and Africa Copyright © Prentice Hall Europe 1996,1999 All rights reserved. No break in of this publication may be reproduced, stored in a recovery system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, bear witnessing or otherwise, without prior permission, in writing, from the publisher. Text and return off design: Design Deluxe, Rath, Avon Typeset in lOpt Caslon 224 take by Goodfellow and Egan, Cambridge Printed and bound in Italy by Rotolito Lombards, Milan British depository 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 inaugurate xiii Guided Tour xx About the Autfmrf; twenty-two 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 forces in Greece 36 Chapter 2 Chapter 1 Marketing in a ever-changing World: Satisfying Hitman necessitate 4 Chapter Objectives 4 Preview Case Nike 4 admission 7 What is Marketing? 9 ! Needs, Wants and pauperisms 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 Management Philosophies 17 The return Concept 17 The Product Concept 18 The marketing Concept 18 The...If you want to get a complete essay, tack together it on our website: OrderEssay.net

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