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Lecturers’ research productivity evaluation

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  • Chapter 23 - Marketing-mix measures. In this chapter, the following content will be discussed: Phases in new product research, concept generation, product evaluation and development, pretest marketing example, test marketing.

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  • Chapter 18 provides knowledge of advertising, sales promotion, and public relations. This chapter explain the differences between product advertising and institutional advertising and the variations within each type; describe the steps used to develop, execute, and evaluate an advertising program; explain the advantages and disadvantages of alternative advertising media.

    ppt77p luimotbuoc_3 03-11-2016 22 3   Download

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