First published in 1996. Routledge is an imprint of Taylor & Francis, an informa company.
Table of Contents
- Chapter 1: Definitions and Necessities
- Chapter 2: What Do We Market?
- Chapter 3: To Whom Do We Market Internally?
- Chapter 4: How Do We Market?
- Chapter 5: Innovation?
- Chapter 6: What Have We Gained?
- Appendix 1: Addresses of Institutions Mentioned
- Appendix 2: Marketing Typologies