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HISTORY OF MKTG SCI (2ND ED)

By Russell S Winer (Editor), Scott A Neslin (Editor)
eBook
$48.00
By Russell S Winer (Editor), Scott A Neslin (Editor)
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The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field an...

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