Chapter 1. Traditional marketing revisited

Book English OPEN
Lambin, Jean-Jacques;
(2013)
  • Subject: Internet | marché | marketing | globalisation économique | économie de marché | Business, Finance | BUS090010 | KJE

The objective of this chapter is to review the traditional marketing concept and to analyse its main ambiguities as presented in popular textbooks. The traditional marketing management model placing heavy emphasis of the marketing mix is in fact a supply-driven approach... View more
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