|
| Category |
MARKETING
|
|
| Abstract |
UNLIKE MARKETING MANAGEMENT THAT ARE VERSIONS OF PRINCIPLES TEXTS, THIS TEXTS IS BASED ON THREE CONCEPTS NOT FOUND IN THE COMPETITION : A FOCUS ON CUSTOMER SERVICE IS CENTRAL - THIS CONCEPTS IS PRESENTLY GAINING MUCH ATTENTION IN RESEARCH AND PRACTICE. IT PROVIDES STUDENTS WITH AN UNDERSTANDING ON HOW MARKETING ON HOW MARKETING STRATEGIC AND TACTICAL DECISIONS ARE MADE IN LIGHT OF THEIR IMPACT ON THE FIRM'S CUSTOMERS. THE TEXT WILL TRULY INTEGRATE CONCEPTS OF MARKETING AND MANAGEMENT, MAKING IT MORE INTERDISCIPLINARY. MANAGING A MARKETING DEPARTMENT OR MARKETING PROGRAM REQUIRES AND UNDERSTANDING OF MANAGEMENT PRINCIPLES AND HOW THEY ARE IMPLEMENTED . KNOWLEDGE THAT STUDENTS WILL USE IMMEDIATELY UPON GRADUATION WILL BE A PRIORITY.
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| ISBN |
9781412963121
|
| Author(s) |
KENNETH E. CLOW
,
DONALD BAACK
|
| Credits |
|
| Edition |
1ST ED.
|
| Year |
2010
|
| Publisher |
SAGE PUBLICATIONS
|
| Type |
BOOK
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| Keywords |
MARKETING
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| Language |
English |
| Collation |
537 P., 28 CM.
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