| Marketing Management: A Customer-Oriented Approach Contributor(s): Clow, Kenneth E. (Author), Baack, Donald (Author) |
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ISBN: 1412983045 ISBN-13: 9781412983044 Publisher: Sage Publications (CA) OUR PRICE: $121.55 Product Type: Hardcover - Other Formats Published: October 2009 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| Physical Information: 568 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Cowritten by an expert on marketing and an expert on management, this text thoroughly integrates core marketing and management principles into one comprehensive resource for future marketing management professionals. Throughout the text, readers will encounter a significant emphasis on the customer service aspects of marketing, as well as the qualitative and quantitative methods critical to marketing analysis. Whereas other texts commonly focus on what may be needed at the executive level within major corporations, this book prepares students to excel professionally in entry- and mid-level positions and in small to mid-sized companies. It guides students through the process of customer acquisition and retention and challenges them to strengthen their qualitative and quantitative analytical skills. The coverage is comprehensive and the book also includes chapters not covered in other texts such as data warehousing, internal and external communications, and Web site management. |