Market-led strategic change : transforming the process of going to market
著者
書誌事項
Market-led strategic change : transforming the process of going to market
Butterworth-Heinemann, 1997
2nd ed
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注記
"The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series"
"The Chartered Institute of Marketing"--Cover
"Professional"--Cover
Includes bibliographical references and index
内容説明・目次
内容説明
Aims to take marketing back to basics. The reader confronts critical questions in the organization of marketing: understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed and ensuring commitment where it matters.
目次
- The marketing potential for organizations
- what doing marketing is about
- the real issues in managing marketing
- making marketing happen.
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