Marketing management : a customer-oriented approach

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Title:

Author:

Clow, Kenneth E.

ISBN:

9781412963121

Personal Author:

Clow, Kenneth E.

Publication Information:

Thousand Oaks, Calif. : Sage, c2010.

Physical 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.

Subject Term:

Marketing -- Management.

Added Author:

Baack, Donald.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025442001	658.8 C648M 2010	1	Searching... Unknown

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Summary

This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM - all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case.