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Marketing plans for services : a complete guide / Malcolm McDonald
Chichester : John Wiley, 2011
xv, 495 pages. : illustrations. ; 25 cm.
Ký hiệu phân loại (DDC): 658.802
"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the
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