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Analysis for Marketing Planning

Analysis for Marketing Planning

ISBN 9780071154239
Edition International 2 Revised ed
Publisher McGraw-Hill Education (ISE Editions)
Author(s)
Overview
Focusing on marketing planning, this text is suitable for courses in product management, product pricing and brand management as well a marketing management and marketing strategy where brevity, no coverage of the 4Ps, a heavy strategic focus and an emphasis on a marketing plan are desired. Conceptual and analytical in its approach, it centres on industry competitor and customer analysis and includes numerous examples.

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