Defi ne each of the four Ps. What insights might a fi rm gain by considering the

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Defi ne each of the four Ps. What insights might a fi rm gain by considering the four Cs rather than the four Ps? (AACSB:

Communication; Refl ective Thinking) LO.1

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Marketing An Introduction

ISBN: 9780132744034

11th Edition

Authors: Gary Armstrong, Philip Kotler

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