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The Role of Communication in Exchange Transactions
Bowersox and Morash (1989) demonstrated how marketing flows, including information flow, can be represented as a network whose sole purpose is satisfaction of customer needs and wants. Communication plays a significant role in these exchange networks
consumer mind is a black box
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Understanding other cultures is vital to success in the global marketplace. Refer to Table 21-3 which lists some blunders in International Marketing. One of my favorite blunders ha
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HOW SHOULD SHOPPER''S STOP DEVELOP ITS DEMAND FORECASTS?
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