The Practice of Marketing Management

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9780023231506: The Practice of Marketing Management

Structured around a realistic marketing plan model, this text aims to lead students step-by-step through the creation of professional marketing plan. It explores strategy as it relates to marketing on three distinct levels: grand strategy; marketing strategy; and tactics.

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Cohen, William A.
Published by Macmillan USA
ISBN 10: 0023231505 ISBN 13: 9780023231506
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William A. Cohen
Published by Macmillan USA (1988)
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William Cohen
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