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Marketing management : text and cases
- 作者： Dolan, Robert J
- 其他題名：
- McGraw-Hill/Irwin series in marketing
- 出版： Boston : McGraw-Hill Irwin
- 叢書名： McGraw-Hill/Irwin series in marketing
- 主題： Marketing--Management
- ISBN： 007249980X 、 0071123288 (pbk.): NT$850
- 資料類型: 圖書
- 內容註: Includes bibliographical references Previously published: Homewood, IL : Irwin, c1993
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讀者標籤：
- 系統號： 005233033 | 機讀編目格式
館藏資訊
This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more coherent for professors to teach and students to learn.
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