Robert J. Dolan
Abstract
Focuses on issues in marketing management and covers such topics as ethical and legal aspects of marketing, the services industry and multinational marketing and provides strategies for traditional marketing functions, from market penetration to marketing plan development.
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Focuses on issues in marketing management and covers such topics as ethical and legal aspects of marketing, the services industry and multinational marketing and provides strategies for traditional marketing functions, from market penetration to marketing plan development.
Key concepts: Marketing management, Business, Marketing, Marketing plan, Marketing research, Marketing strategy, Marketing mix, Digital marketing