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"Marketing Fundamentals" (2006) by Philip Kotler, Veronica Wong, John Saunders, and Gary Armstrong is one of the most influential books on marketing.
Direct marketing certainly represents one of the most dynamic areas of marketing, which has changed both techniques and tools of action during its development.
The world's oldest and best-organized conglomerate reveals management methods. The book avoids theoretical fantasies in presenting the management philosophy on which the Silent Empire was based through centuries of expansion and success.
A guide to creating tomorrow's best practices today. A call to slowly discard outdated systems and processes, and to start talking about management in a new and different way.
