Abstract
Marketing is the competitive process by which goods and services are offered for consumption at a profit. This definition should be seen in the broadest possible terms. It is about building a reputation and making sales for generating long-term positive and profitable business activities in specific markets. It means gaining credibility and reputation in order to establish effective and co-operative working relationships.
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© 1998 Richard Pettinger and Rebecca Frith
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Pettinger, R. (1998). Introduction. In: Construction Marketing. Macmillan Building and Surveying Series. Palgrave, London. https://doi.org/10.1007/978-1-349-14458-7_1
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DOI: https://doi.org/10.1007/978-1-349-14458-7_1
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-69278-3
Online ISBN: 978-1-349-14458-7
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