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Peer reviewedTruax, Pamela Larson; Myron, Monique Reece – Catalyst, 1998
Proposes developing marketing into a discipline, which would help organizations respond appropriately and profitably to changing market demands. Asserts that using the PRAISE Marketing Process as a model may assist businesses in defining a marketing purpose, and helping them research, implement, and evaluate their marketing plans. (VWC)
Descriptors: Business, Business Administration, Business Education, Change Strategies
