Marketing management : a customer-oriented approach
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles :
Sage Publications ,
c2010
|
| Subjects: |
Table of Contents:
- 1. The nature of marketing management
- 2. Market analysis
- 3. Data warehousing
- 4. Building a customer-oriented marketing department
- 5. Customer acquisition strategies and tactics
- 6. Pricing
- 7. Advertising, alternative and direct marketing
- 8. Sales promotions
- 9. Personal selling
- 10. Internal communications
- 11. External communications
- 12. Distribution and supply chain management
- 13. Web site and internet management
- 14. Customer retention and recovery
- 15. Marketing control