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基本説明
Published in association with the Chartered Institute of Marketing.
Full Description
Intended to provide marketing practitioners with useful information on the role of the marketing director in the successful organization of the 1990s, this book should also help managers outside that specialism to understand the pivotal role of marketing in the business strategy process.
Contents
Introduction to the marketing strategic process; the business strategy process; key roles of managing and marketing directors; principal areas of analysis and decisions; developing the business objective and business strategy; the marketing strategy process.
