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innovation in marketing
McGraw-Hill, Inc., 1962.
These chapters are ‘addressed to the busy, able, and responsible men who constantly look for ways of improving their difficult jobs of managing the complex and exciting affairs of business in this fast-moving age’.
This book is about marketing, but in the broadly encompassing sense, not in the narrow functional sense. It conceives of marketing not as a business function but as a profit-building view of the entire business process.