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Quote by Robert F. Lauterborn

“It was in rebuttal to the 4P’s concept that had been the cornerstone of marketing teaching since 1960 or so (and still may be, in many places). I felt that the 4P’s was wrong-headed because it looked at the marketing process from the company out, instead of from the customer in, which I felt was backwards.”

Quote by Robert F. Lauterborn

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Robert F. Lauterborn

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