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出版Macmillan Business, 1998
ISBN03336584779780333658475
URLhttp://books.google.com.hk/books?id=BPdVPgAACAAJ&hl=&source=gbs_api
註釋This introductory text provides a comprehensive guide structured to cover milestones in marketing thinking and demonstrate their application. It should be useful to students coming to the subject for the first time but may also benefit practitioners as an aid to tactical marketing thinking and as a pointer to more advanced strategic marketing planning processes and structures.