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Value-added marketing : marketing management for superior results

Author: Torsten H Nilson
Publisher: London ; New York : McGraw-Hill Book Co., ©1992.
Series: McGraw-Hill marketing for professionals.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

"Value-added marketing" is an approach to marketing which focuses on the real business issues rather than on a search for unfulfilled market niches. This book challenges classical marketing theory  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Torsten H Nilson
ISBN: 0077076559 9780077076559
OCLC Number: 25508125
Notes: Includes index.
Description: xiv, 189 pages : illustrations ; 24 cm.
Contents: Marketing - an efficient profession?; the weakness of classical marketing; marketing and the world - the interaction; competition - in a stagnating world market; attraction and over-satisfaction; value-added marketing - the new concept; the value balance; the role of market research; implementing value-added marketing; building tangible values; old product development; new product development; product enhancement in a wider sense; building intangible values; branding - the customer buys a product not a brand; design - the most important part of the communication mix; sales promotions; advertising and PR; the salesman; pricing; management implications; the effects of applying value-added marketing; final words.
Series Title: McGraw-Hill marketing for professionals.
Responsibility: Torsten H. Nilson.

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