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Marketing management : a customer-oriented approach / Kenneth E. Clow and Donald Baack.

By: Clow, Kenneth E., authorContributor(s): Baack, Donald, authorMaterial type: TextTextPublisher: Los Angeles : SAGE, c2010Description: xxviii, 537 pages : color illustrations ; 29 cmISBN: 9781412963121 (Hardback)Subject(s): Marketing -- Management | Marketing | ManagementDDC classification: CIR 658.8 LOC classification: CIR HF 5145.13 | C56 2010
Contents:
Contents Preface Pt. 1 Marketing Foundation Ch. 1 The Nature of Marketing Management Ch. 2 Market Analysis Ch. 3 Data Warehousing Ch. 4 Building a Customer-Oriented Marketing Department Pt. 2 Managing Customer Acquisition Ch. 5 Customer Acquisition Strategies and Tactics Ch. 6 Pricing Ch. 7 Advertising, Alternative and Direct Marketing Ch. 8 Sales Promotions Ch. 9 Personal Selling Pt. 3 Managing Customer Interactions Ch. 10 Internal Communications Ch. 11 External Communications Ch. 12 Distribution and Supply Chain Management Ch. 13 Web Site and Internet Management Pt. 4 Managing Customer Retention Ch. 14 Customer Retention and Recovery Ch. 15 Marketing Control Appendix A Analyzing a Case Appendix B Comprehensive Cases Notes Glossary Credits Name/Organization Index Subject Index
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.
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Item type Current location Collection Shelving location Call number Copy number Status Date due Barcode
Book Book Cavite State University - CCAT Campus
Book GCS CIR HF 5145.13 C56 2010 (Browse shelf) 1 Available R0011124

Includes bibliographical references and index.

Contents
Preface
Pt. 1 Marketing Foundation
Ch. 1 The Nature of Marketing Management
Ch. 2 Market Analysis
Ch. 3 Data Warehousing
Ch. 4 Building a Customer-Oriented Marketing Department
Pt. 2 Managing Customer Acquisition
Ch. 5 Customer Acquisition Strategies and Tactics
Ch. 6 Pricing
Ch. 7 Advertising, Alternative and Direct Marketing
Ch. 8 Sales Promotions
Ch. 9 Personal Selling
Pt. 3 Managing Customer Interactions
Ch. 10 Internal Communications
Ch. 11 External Communications
Ch. 12 Distribution and Supply Chain Management
Ch. 13 Web Site and Internet Management
Pt. 4 Managing Customer Retention
Ch. 14 Customer Retention and Recovery
Ch. 15 Marketing Control
Appendix A Analyzing a Case
Appendix B Comprehensive Cases
Notes
Glossary
Credits
Name/Organization Index
Subject Index

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.

In English text.

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