6. Marketing decisionssuch as choices about what goods or services to sell, to whom, and with what...

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6. Marketing decisions—such as choices about what goods or services to sell, to whom, and with what strategy—are made or approved at the highest levels in most firms, whether large or small. Therefore, managers who occupy or aspire to strategic positions in their organizations need marketing perspectives and analytical skills.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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