ISBN 9780070220911,Business Marketing

Business Marketing



Tata McGraw - Hill Education

Publication Year 2008

ISBN 9780070220911

ISBN-10 0070220913


Edition 3rd
Number of Pages 688 Pages
Language (English)


The text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. It provides a balanced treatment of theory and practical applications. The authors strive to emphasize that connecting new knowledge with developed knowledge is the essence of learning; and connecting people to knowledge and knowledge to people is the essence of relationships. Salient Features Relationship marketing and Learning organization perspectives provide cutting-edge content. Unique treatment of electronic marketing and other forms of direct communication in the One to One Marketing chapter The best treatment of evaluating marketing performance. The book includes integration of ABC accounting as applied to marketing, the use of the balanced scorecard, and other state-of-the-art methods not found in any detail (if at all) in other books. Unique chapters: Weaving Marketing into the Fabric of the Firm; The One to One Media; and Customer Retention and Maximization.

More from Author