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Rethinking Marketing: Developing a New Understanding of Markets

ISBN: 978-0-470-02147-7
Hardcover
294 pages
June 2005, ©2004
List Price: US $83.95
Government Price: US $56.28
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Three basic issues are addressed:
  • How should we look at the market and its different forms, given the existence of dynamics?
  • How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts?
  • What kind of scientific approaches can we use when studying markets and market players?

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