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The big book of marketing : lessons and best practices from the world's greatest companies /

by Bennett, Anthony G.
Material type: materialTypeLabelBookPublisher: New York : McGraw-Hill, c2010Description: xv, 464 p. : ill. ; 24 cm.ISBN: 9780071621250 (alk. paper); 0071621253 (alk. paper).Subject(s): Marketing -- Case studies
Contents:
Marketing overview -- Organizational responsibility -- Strategic planning -- Branding -- Marketing research -- Consumer purchasing behavior -- Organizational purchasing behavior -- Marketing communications management -- Sales -- Advertising -- Public relations -- Promotional marketing -- Direct marketing -- Brand ambassadors -- Product management -- Product development -- Product packaging -- Product pricing -- Product quality -- Supply chain management -- Wholesaling -- Warehousing -- Transportation -- Store retailing -- Internet retailing.
Item type Location Call number Status Date due Barcode Item holds
Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415 B54 2010 (Browse shelf) Available 00000327
Total holds: 0
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HF5415 B455697 2014 Nontraditional media in marketing and advertising / HF5415 B53 2001 Contemporary marketing / HF5415 B53 2012 Principles of contemporary marketing. HF5415 B54 2010 The big book of marketing : HF5415 B59 2014 Principles & practice of marketing / HF5415 B6336 2013 Essentials of marketing / HF5415 C2535 2010 Manager's guide to marketing, advertising, and publicity /

Includes bibliographical references and index.

Marketing overview -- Organizational responsibility -- Strategic planning -- Branding -- Marketing research -- Consumer purchasing behavior -- Organizational purchasing behavior -- Marketing communications management -- Sales -- Advertising -- Public relations -- Promotional marketing -- Direct marketing -- Brand ambassadors -- Product management -- Product development -- Product packaging -- Product pricing -- Product quality -- Supply chain management -- Wholesaling -- Warehousing -- Transportation -- Store retailing -- Internet retailing.

Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
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