Marketing Management Value Creation Alain Jolibert PDF E65431e0a

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Marketing Management: A Value-Creation Process PDF




by Alain Jolibert : Marketing Management: A Value-Creation Process

ISBN : #023024095X | Date : 2012-09-04

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PDF-d8150 | Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation. Adopting a global … Marketing Management: A Value-Creation Process


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Marketing Management: A Value-Creation Process by by Alain Jolibert

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