Tata McGraw - Hill Education
|Number of Pages
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.
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.