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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/21329


    Title: 現代行銷管理學(下):行銷策略應用
    Other Titles: Modern marketing management
    Authors: 陳定國
    Contributors: 淡江大學經營決策學系
    Date: 2005
    Issue Date: 2009-11-30 13:23:01 (UTC+8)
    Publisher: 臺北市:華泰文化事業股分有限公司
    Abstract: 本書對現代行銷學所應了解及應用之知識,作相當深入之解析,所以全書篇幅甚長,特劃分為上、下兩冊,供大學上、下兩學期或研究所一學期之彈性應用。上冊以「行銷管理之理論基礎」為著眼點,包括三大篇,即「行銷管理之觀念體系」、「環境與市場機會分析」及「行銷策劃與組織之架構」,共計十一章。下冊以「行銷管理之策略應用」為著眼點,亦包括三大篇,即「行銷策略之制定」、「行銷控制」及「行銷新領域」,共計十三章。全書約一百萬字,為國內同類書籍內容最詳盡者,具有工具參考書之作用。
    Relation: 初版
    Appears in Collections:[管理科學學系暨研究所] 專書

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