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The textbook is the work of four university professors and top researchers and marketing experts who managed to create probably the best consumer behavior textbook on the market today, which is specifically adapted to the European business environment.
Why is the future of business in selling more things, not copies?
Marketing management covers all unavoidable topics from the broad field of marketing that need to be known and considered when creating marketing strategies and tactics.
What is the global market and how does it work? Rivoli provided the answer to this question in a way that would be easy for a wide readership to understand; explaining how the life cycle of a very ordinary item of clothing – a T-shirt – begins and ends.
Realization is a specific set of behavioral rules and techniques that companies must master in order to become competitive. Realization is an independent discipline. In large companies, as well as in small ones, it is the foundation of success today.