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 return on marketing investment.

Managing the Marketing Effort ( 54 – 58 )

Measuring and Managing Return on Marketing Investment ( 59 )

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Principles Of Marketing

ISBN: 9780130286413

5th Canadian Edition

Authors: Philip T. Kotler, Gary Armstrong, Peggy Cunningham

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