Lambin Jean-Jacques: Market-Driven Management: Strategic and Operational Marketing
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Жанр : Palgrave
Издательство : Palgrave
Год издания : 2012
Аннотация:
In response to the increasing complexity of markets, this book challenges the traditional, functional role of marketing departments, integrating both the strategic and operational dimensions. It offers international cases, considerable online resources, and is ideal for MBAs and postgraduate and undergraduate students of marketing.