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book MARKETING MANAGEMENT by Philip Kotler and Kevin Keller. Prentice Hall Publishers 14th Edition chapter 2 a. Core Competency and Competitive Advantage b. Mission Statements

book MARKETING MANAGEMENT by Philip Kotler and Kevin Keller. Prentice Hall Publishers 14th Edition

chapter 2

a. Core Competency and Competitive Advantage

b. Mission Statements and Major Characteristics

c Strategic Business Units

d Diversification, Integrative, and Intensive Growth

e SWOT Analysis

f Porter's Generic Strategies

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