Marketing management : a customer-oriented approach /
Clow, Kenneth E.
Marketing management : a customer-oriented approach / - Thousand Oaks, Calif. : Sage, c2010. - xxviii, 537 p. : col. ill., col. plates ; 29 cm.
Includes bibliographical references, glossary and indexes.
The nature of marketing management -- Market analysis -- Scooping up success -- Data warehousing : majestic mountain ski resort -- Building a customer-oriented marketing department : the new boss -- Customer acquisition strategies and tactics : lenscrafters -- Pricing : that's how the cookie crumbles -- Advertising, alternative, and direct marketing : wild West rodeo -- Sales promotions.
This text provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. It integrates the concepts of marketing and management, making it more interdisciplinary. It contains critical thinking exercises and chapter summaries.
9781412963121 (cloth) 9781412963121: £44.99 1412963125 (cloth)
Marketing--Management.
658.8 / CLO
Marketing management : a customer-oriented approach / - Thousand Oaks, Calif. : Sage, c2010. - xxviii, 537 p. : col. ill., col. plates ; 29 cm.
Includes bibliographical references, glossary and indexes.
The nature of marketing management -- Market analysis -- Scooping up success -- Data warehousing : majestic mountain ski resort -- Building a customer-oriented marketing department : the new boss -- Customer acquisition strategies and tactics : lenscrafters -- Pricing : that's how the cookie crumbles -- Advertising, alternative, and direct marketing : wild West rodeo -- Sales promotions.
This text provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. It integrates the concepts of marketing and management, making it more interdisciplinary. It contains critical thinking exercises and chapter summaries.
9781412963121 (cloth) 9781412963121: £44.99 1412963125 (cloth)
Marketing--Management.
658.8 / CLO