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Lecture Marketing (12/e): Chapter 16 – Kerin, Hartley, Rudelius

Phi Khanh 111 42 pptx

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Chapter 16 provides knowledge of retailing and wholesaling. After reading chapter 16, you should be able to: Identify retailers in terms of the utilities they provide, explain the alternative ways to classify retail outlets, describe the many methods of nonstore retailing, specify the retailing mix actions used to implement a retailing strategy, explain changes in retailing with the wheel of retailing and the retail life cycle concepts, describe the types of firms that perform wholesaling activities and their functions.

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Lecture fundamentals of marketing - Lecture 5: Analyzing the marketing environment

Lecture fundamentals of marketing - Lecture 6: Managing marketing information to gain customer insights (Part 1)

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