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Marketing Classics: A Selection of Influential Articles (International Edition) by Michael P. Mokwa, Ben M. Enis, Keith K. Cox (Paperback, 1996)

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This eighth edition retains articles of enduring interest by marketing minds. The articles are divided into four parts: I. Marketing Philosophy; II. Buyer and Market Behavior; III. Marketing Strategy; IV. Competitive Marketing Programs; with each part covering a range of perspectives and topic areas.