01279nam a2200229Ia 4500 CTU_19231 210402s9999 xx 000 0 und d 31.95 658.8 B811 Bradley, Frank Marketing management : Providing, communicating and delivering value Frank Bradley London Prentice-Hall 1995 This book provides a comprehensive examination of all aspects of the management of marketing. It is divided into six parts. Part A identifies society and customer values. Part B addresses the question of selecting the appropriate values for markets and cuatomers in the context of competing products and services. Part C examines the ways in which the organization provides the values for customers. Part D deals with the need to communicate the value to customers, while Part E is concerned with delivering the value to customers. The last section, Part F, examines the issue of marketing planning and imolementation, and integrates the six stages as a continuous process within the organization Marketing Management Minh, H.Mai Trung tâm Học liệu Trường Đại học Cần Thơ