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| Petersen, James C. | 1 |
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Berdine, W. R.; Petersen, James C. – Journal of Business Education, 1980
The importance of the marketing plan is stressed as an integrative device for teaching marketing management, and a structure is presented to assist students in designing a marketing plan. Components of this plan include marketing objectives, targeting market and buying motives, external environment and competition, product, price, and promotion.…
Descriptors: Administrator Education, Economics Education, Higher Education, Marketing
