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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