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Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.
Direct marketing certainly represents one of the most dynamic areas of marketing, which has changed both techniques and tools of action during its development.
Commercial law regulates legal relations between legal and natural persons who carry out economic activities and participate in the trade of goods, services, capital and labor within the framework of a market economy.
Kaplan and Norton created the "Balanced Scorecard" to help companies move from ideas to action, achieve long-term goals, and get feedback on strategy.
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.