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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

Managing the Marketing Effort and Marketing Return on Investment

Managing the Marketing Effort

In addition to being good at the marketing in marketing management, companies also need to pay attention to the management. Managing the marketing process requires the five marketing management functions shown in A green circle icon. Figure 2.6analysis, planning, implementation, organization, and control. The company first develops company-wide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through ...

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Publisher Resources

ISBN: 9780134492513