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Marketing Management

Опубликовано на портале: 05-01-2003
Факультет: Business
Кафедра: Hospitality, Tourism & Marketing
Дисциплина: marketing management
Год: September 1999
Язык: Английский
Язык оригинала: английский
Тематический раздел: Менеджмент

Aннотация:
Students are introduced to the analytical and conceptual approaches to marketing strategy and management, the practical methods of data collection and analysis, and models for the evaluation of marketing strategies. This subject also considers the emerging importance of the marketing function as: the key ingredient of management and strategic planning in an increasingly international marketplace; and shaping the direction of an organisations activities. Topics include consumer behaviour, market research, segmentation and positioning, product strategy, pricing strategy, promotion and distribution, international marketing, industrial marketing and services marketing.



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Charles Lamb, Carl D. McDaniel
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