英國(guó)大學(xué)市場(chǎng)營(yíng)銷講義(一)(1)(參考版)
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【正文】 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT BSP420: MARKETING MANAGEMENT hanaka Jayawardhena Room. BE ? (01509 22) 8831 ? Session structure ? A lecture (up to an hour) ? Followed by a break (1015 minutes) ? A case study/video presentation scenario discussion/ presentation in small groups (up to an hour) ? A concluding discussion (up to 45 minutes) CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT What is marketing? ? To attract and retain customers at a profit (Drucker, 1999) ? To establish, develop and mercialise longterm customer relationships so that the objectives of the parties involved are met (Gronroos, 1989) CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Efficiency and Effectiveness Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 2 Marketing Concept The achievement of corporate goals through meetin
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