Концепция маркетингового правления ("marketing governance") в системе управления эффективностью маркетинговой деятельности
Разделение системы управления маркетинговой деятельностью на два иерархических уровня: "marketing governance" и "marketing management". Определение термина "маркетинговое правление", разработка его структура, основных функций, задач и принципов.
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