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MKT 103 - PRINCIPLES OF MARKETING AND MARKET RESEARCH First Semester AY 2012-2013 Mr. Bien F. Garcia bien.garcia yahoo. READINGS th Required textbook Philip Kotler and Gary Armstrong. Principles of Marketing. 14 Edition rd Suggested reading Ned Roberto. Product 1. Product Strategy / Positioning 2. Product Description / Features / USP 3. Packaging B. Pricing 1. Publicity / PR / Events IX. Three-Year Financial Forecasts A. Sales Volume/Value Projections B. Detailed Marketing Budget and...
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