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Lecture Marketing management: Chapter 22 - Phillip Kotler, Kevin Lane Keller
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Chapter 22 - Managing a holistic marketing organization for the long run. In this chapter, we will address the following questions: What are important trends in marketing practices? What are the keys to effective internal marketing? How can companies be responsible social marketers? How can a company improve its marketing skills? What tools are available to help companies monitor and improve their marketing activities?
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