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This textbook merges industry experience with academic insight, offering a practical seven-step marketing planning approach. It features a systematic guide, managerial perspective, and coverage of contemporary topics like branding and social media, supported by real brand mini-cases and extensive online resources for instructors.
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Marketing Communications, Larry Percy, Lars Bergkvist, John R. Rossiter
- Language
- Released
- 2018
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- (Paperback)
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