Marketing success stories
Title:
Marketing success stories
Author:
Cant, M. C. (Michael Colin), 1957-
ISBN:
9780195785203
Edition:
5th ed.
Publication Information:
Cape Town ; Oxford : Oxford University Press, 2005.
Physical Description:
ix, 277 pages : illustrations ; 24 cm
General Note:
Previous edition: 2002.
Electronic Access:
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=014918065&line_number=0001&func_code=DB_RECORDS&service_type=MEDIAAvailable:*
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Summary
Summary
A textbook of marketing case studies taken from the success stories of SA companies, which illustrate the application of key marketing concepts. This fifth edition makes the connection between the case studies and the marketing concepts. It emphasizes on the role of marketing theory as opposed to public relations in the success of the companies.
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