营销管理 教程与案例 英文版PDF电子书下载

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PART 1 23

THE MARKEING MIX 23

Introduction 25

The Marketing Mix 25

Communications Policy 65

Communications Policy 65

A. Mass Communications 169

B. Personal Selling 169

Pricing Policy 169

Pricing Policy 169

Product Policy 237

Product Policy 237

Distribution Policy 315

Distribution Policy 315

PART 2: 389

THE MARKETING PROCESS 389

Marketing Research 391

Marketing Research 391

Marketing Strategy Formulation 485

Marketing Strategy formulation 485

Marketing Planning 591

Marketing Planning 591

Marketing Organization and Implementation 671

Marketing Organization and Implementation 671

CONCLUSION 731

APPENDIXES 795

INDEX 833

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