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Aims to help increase knowledge, skills and insights into making effective decisions in the 'bigger hall' of marketing management. This book covers setting strategic direction; product and customer portfolio analysis; product development; advertising; pricing; channel management; environmental scanning; and measuring strengths and weaknesses.

Produktbeschreibung
Aims to help increase knowledge, skills and insights into making effective decisions in the 'bigger hall' of marketing management. This book covers setting strategic direction; product and customer portfolio analysis; product development; advertising; pricing; channel management; environmental scanning; and measuring strengths and weaknesses.
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