ABOUT THE BOOK |
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Summary |
CONTENTS PART ONE The marketing perspective a Functional Approach 1 - The development of Marketing Theory 2 - The marketing perspective PART TWO Managing the marketing functions 3 - Managing the marketing Information and Research function 4 - Managing the product planning function 5 - Managing the sales and distribution function 6 - Managing the Advertising and promotion function 7 - Co-Ordinating and controlling the marketing functions |
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