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Lecture Marketing management: Chapter 3 - Phillip Kotler, Kevin Lane Keller

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Chapter 3 - Collecting information and forecasting demand. After studying this chapter you will be able to understand: What are the components of a modern marketing information system? What are useful internal records for such a system? What makes up a marketing intelligence system? What are some influential macroeconomic developments? How can companies accurately measure and forecast demand?

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Nội dung Text: Lecture Marketing management: Chapter 3 - Phillip Kotler, Kevin Lane Keller

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