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- W1567658028 abstract "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 of the market, using the understanding of consumers’ needs to mould demand to the requirements of supply, instead of adapting supply to the expectations of demand. To clarify the true role of marketing, a distinction is made b..." @default.
- W1567658028 created "2016-06-24" @default.
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- W1567658028 date "2008-01-01" @default.
- W1567658028 modified "2023-09-24" @default.
- W1567658028 title "Chapter 1. Traditional marketing revisited" @default.
- W1567658028 hasPublicationYear "2008" @default.
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