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How to Market to Consumers: 10 Ways to Win (Как продавать товары потребителям: 10 способов победить)

Опубликовано на портале: 30-10-2003
USA: John Wiley & Sons, 1989
Тематический раздел:
In "How to Market to Consumers", Dr. John A. Quelch, a professor at the Harvard Business School and marketing consultant, explains clearly and simply the complex changes in demographics and lifestyles that have produced a new consumer profile. He examines the globalization paradox, in which marketers are launching products on a worldwide scale while simultaneously becoming adept at customizing localized campaigns through the use of information systems. And Dr. Quelch describes new concepts that are reshaping marketing today as well as strategies that are poised to revolutionize marketing tomorrow.