Marketing management
| Main Author: | |
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| Other Authors: | |
| Format: | Book |
| Published: |
Harlow:
Pearson Prentice Hall,
2012.
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| Edition: | 14th ed. |
| Subjects: |
Table of Contents:
- Understanding marketing management
- Defining marketing for the 21st century
- Developing marketing strategies and plans
- Capturing marketing insights
- Collecting information and forecasting demand
- Conducting marketing research
- Connecting with customers
- Creating long-term loyalty relationships
- Analyzing consumer markets