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1. _____________________ 5
.1.1 ________________________________________ 5
.1.2 _________________ 6
2. ______________________________ 7
.2.1 ___________________________________________ 7
.2.2 _______________________ 8
3 _______________ 9
.3.1 ___________________________ 9
.3.2 _____________________________ 10
.3.3 ____________________________ 11
.3.4 ____________________________ 11
.3.5 _____________________ 13
.3.6 _____________________________ 14
.3.7 - ______________________ 16
.3.8 ___________________________ 17
.3.9 ____________________________ 18
.3.10 ______________________________ 19
4 ____________ 21
.4.1 ____________ 21
.4.2
_________________________________________ 23
.4.3 _______________ 24

.4.4
___________________________________________ 25
.4.4.1 _________ 25
.4.4.2 _____________________ 27
.4.4.4 _______________________ 29
.4.5 _____________________ 31
.4.6 _____________________________ 33
5. ____________________________ 36
.5.1 _______________________________ 36
.5.2
____________________________________________ 38
.5.3 ________________________________________ 39
.5.3.1 _____________ 39
.5.3.2 _____________________ 40
.5.3.3 ____________ 42
.5.4 ____________________________ 43
.5.5 _____________________________ 46
.5.6 __________________________ 49
6. _________________________________ 51
.6.1 _ 51
.6.2 ___________________________________ 53
.6.3 _____________________________ 54
.6.4 __________________________ 55
.6.5 _________________________ 56
.6.6 ________________ 59
7. :The Body Shop ___ 65
.7.1 Body Shop ________________ 65

.7.2 Body Shop _________ 68

8. _______________________ 71
.8.1 ________________________________________ 71

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7. :The Body Shop7

.7.1 Body Shop

Body Shop , Dame Anita

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Body Shop
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:
Brassington, Francis and Pettitt, Stephen, 2003, Principles of
Marketing, 3rd Edition, Edinburg: Prentice Hall, Financial Times.
Dibb, Sally, Lyndon Simkin, William M. Pride & O.C. Ferrell,
2001,

Marketing

Concepts

and

Strategies,

4th

edition,

Boston:

Houghton Mifflin Company.

Kotler, Philip, 1991, , Prentice-Hall Inc,
.
, ., 1990, , 2
, : . .
, & , 2003,
: - , Rosili.
,

.,

1994,

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