Marketing paradigms class lectures_260767926-Problems-in-Marketing

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Problems in MarketingSecond EditionApplying Key Concepts and TechniquesLuiz Moutinho & Charles Chien Luiz Moutinho & Charles Chien 2008First published 2008Apart from any fair dealing for the purposes of research or private study,or criticism or review, as permitted under the Copyright, Designs and PatentsAct, 1988, this publication may be reproduced, stored or transmitted in anyform, or by any means, only with the prior permission in writing of thepublishers, or in the case of reprographic reproduction, in accordance withthe terms of licences issued by the Copyright Licensing Agency. Enquiriesconcerning reproduction outside those terms should be sent to the publishers.SAGE Publications Ltd1 Olivers Yard55 City RoadLondon EC1Y ISPSAGE Publications Inc.2455 Teller RoadThousand Oaks, California 91320SAGE Publications India Pvt LtdB 1/I 1 Mohan Cooperative Industrial AreaMathura RoadNew Delhi 110 044SAGE Publications Asia-Pacific Pte Ltd33 Pekin Street #02-01Far East SquareSingapore 048763Library of Congress Control Number: 2006940458British Library Cataloguing in Publication dataA catalogue record for this book is available from the British LibraryISBN 9780761971788ISBN 9780761971795 (pbk)Typeset by Newgen Imaging Systems (P) Ltd., Chennai, IndiaPrinted and bound in India by Replika Press Pvt. Ltd.Printed on paper from sustainable resourcesTo my true friendsLuiz MoutinhoTo Sharly, Edward and AndrewCharles

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