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Changing patterns in marketing

a study in strategy

Contents CHAPTER I THE FRAMEWORK OF THE MARKETING CONCEPT 1
Acceptance of Concept by Industry 2 Need for Planning 2 Importance of
Quantitative Techniques 3 Importance of Behavioral Sciences in Management 5
Additional Readings 6 CHAPTER II EVOLUTION OF MARKETING STRATEGY
FROM MILITARY STRATEGY 9 Military Strategy as a Base for Marketing Strategy
10 Offensive and Defensive Military Strategies 1 1 Marketing Strategy 13
Adaptation of ...