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Summary: This Fifth Edition provides readers with the knowledge, tools, and techniques they need to develop marketing plans like the pro's. Throughout the text, step-by-step procedures guide readers through each phase in creating marketing plans from scanning the environment and establishing goals and objectives, to developing marketing strategies and tactics, to presenting and implementing the plan, and everything in between. All materials presented are reinforced by livel ...show morey case studies, and marketing plan forms that guide students and professionals in the development of their plans. ...show less
Edition/Copyright: 5TH 06
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