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Record Nr. |
UNINA9910151600003321 |
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Autore |
Best Roger J. |
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Titolo |
Market-based management / / Roger Best |
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Pubbl/distr/stampa |
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Harlow, Essex : , : Pearson, , [2014] |
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©2014 |
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ISBN |
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Edizione |
[Sixth, Pearson new international edition.] |
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Descrizione fisica |
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1 online resource (505 pages) : illustrations, graphs, photographs |
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Collana |
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Disciplina |
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Soggetti |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Nota di contenuto |
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Cover -- Contents -- Glossary. |
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Sommario/riassunto |
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For courses in marketing management or marketing strategy. A focus on how marketing performance, profitability, and strategies affect profit. Measuring performance and profitability in marketing is becoming more and more important in the business world. Best focuses on marketing performance, and profitability, and the role marketing strategies play in building the profits of a business. This edition further builds on the metrics and analytics focus, while incorporating the rise of technology in marketing. |
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