Greenwood Publishing Group

Adventures in Misplaced Marketing
Rotfeld, Herbert Jack
The modern marketing concept, with its focus on creating consumer satisfaction, makes marketing seem beyond reproach. Instead of its successes and failures, Rotfeld focuses on the uses, and frequent abuses, of marketing analysis. His book, a collection of clearly observed and forceful case studies drawn from his personal research and study, deals with the pragmatic realities of marketing and its limitations. The result is a unique look at how marketing and consumers really interact, and at the entire business-consumer relationship.
 
DOI: 10.1336/1567203523
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Adventures in Misplaced Marketing
Hardback, 248 pages, $98.95
Copyright ©2001, Quorum Books
ISBN: 1-567-20352-3
DOI: 10.1336/1567203523
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