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IERI Procedia 3 (2012) 137 – 141 Available online at www.sciencedirect.com 2212-6678 © 2012 Published by Elsevier B.V. Selection and peer review under responsibility of Information Engineering Research Institute doi:10.1016/j.ieri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vailable online at www.sciencedirect.com © 2012 Published by Elsevier B.V. Selection and peer review under responsibility of Information Engineering Research Institute

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Page 1: Discussion on Marketing Principle of Offensive Warfare

IERI Procedia 3 ( 2012 ) 137 – 141

Available online at www.sciencedirect.com

2212-6678 © 2012 Published by Elsevier B.V. Selection and peer review under responsibility of Information Engineering Research Institutedoi: 10.1016/j.ieri.2012.09.023

Available online at www.sciencedirect.com

© 2012 Published by Elsevier B.V. Selection and peer review under responsibility of Information Engineering Research Institute

Page 2: Discussion on Marketing Principle of Offensive Warfare

138 Yifei Zhang / IERI Procedia 3 ( 2012 ) 137 – 141

Page 3: Discussion on Marketing Principle of Offensive Warfare

139 Yifei Zhang / IERI Procedia 3 ( 2012 ) 137 – 141

Page 4: Discussion on Marketing Principle of Offensive Warfare

140 Yifei Zhang / IERI Procedia 3 ( 2012 ) 137 – 141

Page 5: Discussion on Marketing Principle of Offensive Warfare

141 Yifei Zhang / IERI Procedia 3 ( 2012 ) 137 – 141