Ma rke ting Ma na g e m e nt 1
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Bắtbuộc.
[1] Philip Kotler (2006), QuảntrịMarketing (tài liệu
dịch), NXB Thống Kê
[2] Philip Kotler (2008), Marketing Management (The
Millennium Edition), Prentice-Hall, N.Jersey
[3] Ph.Kotler, K.Keller (2013), QuảntrịMarketing (tài liệu
dịch), NXB Lao động - Xã hội
[4] Philip Kotler, Gary Amrstrong (2012), Nguyên lý
Marketing (tài liệudịch), NXB Lao động - Xã hội
Tài liệu tham khảo
2Ma rke ting Ma na g e m e nt
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Khuyếnkhích.
[5] S.C. Jain (1999), MarketingPlanning&Stratergy,6th
Edition, S.WC Pub, Ohio
[6] Philip Kotler, Kevin Lane Keller (2012), Marketing
Management, 14th Edition, Prentice-Hall, N.Jersey
[7] Aaker (2001), Strategic Market Management,4th
Edition, Prentice-Hall, N.Jersey
[8] Journal of Marketing
[9] Journal of Marketing Research
[10] Journal of Consumer Research
Tài liệu tham khảo
3Ma rke ting Ma na g e m e nt
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Kết cấu chương trình
Tổng quan quảntrịmarketing
Sáng tạogiátrị,sựthoảmãn và gìn giữ
khách hàng
Quảntrịthông tin, phân tích và dựbáo
marketing
Phân tích và lựachọnchiếnlượccạnh tranh
4Ma rke ting Ma na g e m e nt
Phát triểncácchiếnlượcmarketing
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Tổng quan quản trị marketing
CHƯƠNG 1
5Ma rke ting Ma na g e m e nt
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