Marketing paradigms class lectures_94790229-Marketing

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MD DALIM 915316 6/25/07 CYAN MAG YELO BLACKMarketinggre49026_fm.indd i1/9/07 1:04:08 PMgre49026_fm.indd ii1/9/07 1:04:09 PMMarketingDhruv Grewal, PhDBabson CollegeMichael Levy, PhDBabson CollegeBoston Burr Ridge, IL Dubuque, IA New York San Francisco St. LouisBangkok Bogot Caracas Kuala Lumpur Lisbon London Madrid Mexico CityMilan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Torontogre49026_fm.indd iii1/9/07 1:04:09 PMMARKETINGPublished by McGraw-Hill, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of theAmericas, New York, NY 10020. Copyright 2008 by The McGraw-Hill Companies, Inc. All rights reserved.No part of this publication may be reproduced or distributed in any form or by any means, or stored ina database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc.,including, but not limited to, in any network or other electronic storage or transmission, or broadcast fordistance learning.Some ancillaries, including electronic and print components, may not be available to customers outside theUnited States.This book is printed on acid-free paper.1 2 3 4 5 6 7 8 9 0 WCK/WCK 0 9 8 7 6ISBNMHID978-0-07-304902-10-07-304902-6Editorial director: John E. BiernatPublisher: Andy WinstonDevelopmental editor: Sarah CragoMarketing manager: Trent WhatcottMedia producer: Benjamin CurlessLead project manager: Christine A. VaughanLead production supervisor: Michael McCo

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