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Lecture Basic Marketing: A global-managerial approach: Chapter 22 - William D. Perreault, E. Jerome McCarthy
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When you finish this chapter, you should: Understand why marketing must be evaluated differently at the micro and macro levels, understand why the text argues that micro-marketing costs too much; understand why the text argues that macro-marketing does not cost too much; know some of the challenges marketers face as they work to develop ethical marketing strategies that serve consumers' needs. | Lecture Basic Marketing: A global-managerial approach: Chapter 22 - William D. Perreault, E. Jerome McCarthy