THE MARKETING BOOK - BAKER MICHAEL J; SUSAN J HART (BUTTERWORTH - HEINEMANN)
Keywords: a -- Managing the marketing mix , Value-based marketing , The marketing mix and shareholder value Making marketing mix decisions -- New product development, The stages of the new product development process , Usefulness of models , The multiple convergent approach , Managing the people in NPD -- v -- Green marketing,Marketing for small-to-medium enterprises,Retailing