Objective 5 List the marketing management functions, including the elements of a marketing plan, and discuss the
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➤ Objective 5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment.
Managing the marketing effort (pp. 51–55)
Measuring and managing marketing return on investment (pp. 55–56
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Related Book For 
Principles Of Marketing
ISBN: 9780131018617
7th European Edition
Authors: Philip Kotler, Gary Armstrong
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