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framework within which divisions and SBUs prepare their strategic plans. The marketing The marketing plan summarizes what the firm knows about the marketplace and how well it will reach
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Framework for Marketing Management is a concise, streamlined version of Kotler and Keller s fifteenth edition of Marketing Management , a comprehensive look at marketing strategy. The book s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The Sixth Edition
Strategic Marketing Management (6th edition) offers a comprehensive framework for strategic planning and outlines a structured approach to identifying, understanding, and solving marketing …
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