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Book chapters (1999), Manuel de Gestion. Tome 1, Ellipses, pp. 325-331

La planification de l'activité marketing

The chapter presents the principles of marketing planning and the different elements of a marketing plan. A concrete example of marketing is then presented.

LE NAGARD, E. and MANCEAU, D. (1999). La planification de l'activité marketing. In: Manuel de Gestion. Tome 1. 1st ed. Ellipses, pp. 325-331.