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This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. The current growth in the field of relationship marketing is. A student text is a collection of original contributions on the subject of marketing theory from area specialists. Like its predecessors, this new edition presents a theory of marketing that focuses on the disciplines multiple stakeholders. Foundation design theory and practice pdf download free ebooks.
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