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Marketing Management
Pierre-Louis Dubois
Alain Jolibert
出版
Palgrave Macmillan
, 2004-12
ISBN
0333773187
9780333773185
URL
http://books.google.com.hk/books?id=cBFTHQAACAAJ&hl=&source=gbs_api
註釋
Marketing Management offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organisation as well as for the organisation itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organisation. Written by three eminent professors, this book has a truly European perspective and is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter 'Toolbox' sections.