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Principles and practice of marketing / Jim Blythe.

By: Blythe, Jim.
Material type: materialTypeLabelBookPublisher: Australia: Thomson Learning, 2006Description: 800 p. ; 28 cm.ISBN: 1844801209; 9781844801206.Subject(s): Organizational theory & behaviour | Business & Economics / Marketing / General | Sales & MarketingOnline resources: Amazon.com | Amazon customer reviews Summary: The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.
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The intention of this book is to explain the received wisdom about marketing, and provide the counter-arguments which moderate the debate. It examines what marketing does, and seeks to strike a balance between academic thinking and practical experience. It is meant for students new to marketing and to business.

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