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This edition has been revised to cover new issues and to clarify further the concepts used in impact analysis
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The Unmanageable Marketing Manager Luis Alberto Garcia-Garcia This edition has been revisedThis textbook provides readers with insights into how managers can better understand and engage with customers amid a multiplicity of marketing strategies. Beginning with a foundational analysis of historical marketing strategy theories, the text presents the evolution from a manager dominated dynamic to a customer empowered dynamic, finally settling into a landscape where both parties cooperate as equals.
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