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Lecture International marketing (16th edition) - Chapter 14: Products and services for businesses

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The main goals of this chapter are to: The importance of derived demand in industrial markets, how demand is affected by technology levels, characteristics of an industrial product, the importance of ISO 9000 certification, the growth of business services and nuances of their marketing, the importance of trade shows in promoting industrial goods, the importance of relationship marketing for industrial products and services.
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Lecture International marketing (16th edition) - Chapter 14: Products and services for businesses

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