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Lecture International marketing (15/e): Chapter 14 - Cateora, Gilly, Graham

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Chapter 14 - Products and services for businesses. What you should learn from chapter 14: 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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