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Newly edited by Dr. C.W. Asher, corresponding member of the Commission centrale de Statistique du Royaume Belge, the statistical societies of London and Frankfurt a. M. and the Societe d'economie charitable in Paris.
The book applies economic theory (micro and macroeconomics) and methods of decision science analysis to examine how an organization can most effectively achieve its goals or objectives.
Direct marketing certainly represents one of the most dynamic areas of marketing, which has changed both techniques and tools of action during its development.
Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.
