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Academic Journal

A Generic Concept of Marketing.

Authors : Kotler, Philip¹

Source: Journal of Marketing. Apr1972, Vol. 36 Issue 2, p46-54. 9p. 1 Diagram, 1 Chart.

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Academic Journal

Toward a Formal Theory of Transactions and Transvections.

Authors : Alderson, Wroe¹; Martin, Miles W.²

Source: Journal of Marketing Research (JMR). May65, Vol. 2 Issue 2, p117-127. 11p. 3 Diagrams.

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