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Essay text:
They apply the Bloom et al. (1956) taxonomy, on a
limited basis, without providing validity and reliability test results.
They evaluate several textbooks on the coverage characteristics of “instrumentally-
oriented” and “marketing-management” approaches to
marketing. They conclude by promoting the “transaction- types” approach
and in particular the Backhaus version as a suitable framework
for a business-to-business marketing textbook. My assessment follows.
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Common topics in this essay:
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