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Marketing Management
This worldwide best-selling book highlights the most recent trends and
developments in global marketing-with an emphasis on the importance of
teamwork between marketing and all the other functions of the business.
It introduces new perspectives in successful strategic market planning,
and presents additional company examples of creative, market-focused, and
customer-driven action. Coverage includes a focus on customer relationship
management, partner relationship management, the Internet and its effects
and uses, brand building and brand asset management, alternative go-to-market
channels, and marketing around the globe. Chapter topics discuss building
customer satisfaction, market-oriented strategic planning, analyzing consumer
markets and buyer behavior, dealing with the competition, designing pricing
strategies and programs, and managing the sales force For marketing managers
who want to increase their understanding of the major issues of strategic,
tactical, and administrative marketing-along with the opportunities and
needs of the marketplace in the years ahead.
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