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Marketing has come full circle – from the person-to-person selling of the village corner store of times gone bye, to the impersonal world of mass media and mass merchandising, and now back once again to highly personalized customer contact strategies and an era of relationship based marketing. All this has been made possible by the wide proliferation of information technology and new interactive media (Rapp and Collins 1996). This progression from personalized to mass marketing and now back to personalized marketing has been a result of multiple environmental variables. The initial small town storeowner catered to a. | SUPPORTING BUSINESS ENVIRONMENT REFORMS PRACTICAL GUIDANCE FOR DEVELOPMENT AGENCIES 2008 Edition dced Donor Committee for Enterprise Development Supporting Business Environment Reforms Practical Guidance for Development Agencies Donor Committee for Enterprise Development www.Enterprise-Development.org www.Business-Environment.org August .