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9780275921774

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?Fisk presents a collection of essays, by a number of authors, which identify and evaluate the spillover' impact of marketing technology on our society and attitudes. Fisk states, the publics impacted by marketing externalities need to understand the social benefits as well as the social costs they experience as a result of marketing activity.' The interaction of the marketing process with its environment is examined through four divisions that focus on definition of the marketing concept, marketing as a provisioning technology, channel network behavior, and advancing general knowledge in the field. Fifteen essays include numerous figures, charts, and diagrams. Complete notes and bibliographical information follow each essay; there is a detailed index for the entire text. General information is provided on each contributor at the end of the book. Appropriate for upper-division and graduate students conducting research in and for the personal libraries of professionals in the industry.?-Choice

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