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Aspects of Marketing Organization: An Introduction
內容大綱
Discusses the typical strengths, vulnerabilities, and key management skills associated with three common forms of marketing organization: a product-focused organization, a market-focused organization, and a functionally-focused organization. It considers how the nature of marketing activities varies in each form, the types of skills that are (and are not) developed in each form, and key success factors required to manage within each organization of marketing activities.