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Marketing management : a customer-oriented approach

Author: Kenneth E Clow; Donald Baack
Publisher: Thousand Oaks, Calif. : Sage, ©2010.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

Thoroughly integrates marketing and management principles with an emphasis on the customer service aspects of marketing and on qualitative and quantitative methods critical to marketing analysis.

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 9781412963121 1412963125
OCLC Number: 351322211
Description: xxviii, 537 p. : col. ill. ; 29 cm.
Contents: 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.
Responsibility: Kenneth E. Clow, Donald Baack.

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I believe that the approach used in this text can help students build a foundation to "do" marketing. The approach taken for this text offers a more tangible approach to marketing than the more Read more...

 
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