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- W2494320199 abstract "Over the past fifteen years, the marketing function in firms has developed, asexternal markets have become more and more open and competitive. Nowadays,the need for ‘customer orientation’, the strategic importance of the marketingfunction, the existence of ‘part-time marketers’, and so on are issues that are nolonger disputed." @default.
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- W2494320199 date "2000-08-24" @default.
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- W2494320199 title "Effectiveness implies leaving myths aside" @default.
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- W2494320199 doi "https://doi.org/10.4324/9780203207352-14" @default.
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