ISBN 9788170945178,Marketing is Business

Marketing is Business


Vision Books



Vision Books

Publication Year 2002

ISBN 9788170945178

ISBN-10 8170945178


Number of Pages 268 Pages
Language (English)


Here is the professional marketer's guide to what's new, what's changed, and what hasn't at the dawn of the 21st century. Overlaying contemporary marketing lessons on proven marketing knowledge, India's pioneering marketing consultant draws from his 25 years of experience to offer rich insights into the new concepts and developments, including the Internet. As the world-renowned marketing guru Philip Kotler says in his foreword to this book, Walter Vieira is one of those few who have moved from marketing knowledge to marketing wisdom. It is his wisdom which he shares in this book with the help of a large number of real-life cases and examples encompassing the entire canvas of contemporary marketing: Understanding Marketing Customer Value The First C of Marketing Cost to the Customer The Second C of Marketing Convenience The Third C of Marketing Communication The Fourth C of Marketing Control of Marketing Operations New Techniques in Marketing Ethical Issues in Marketing Service and Customer Satisfaction Strategic Marketing Issues A Marketplace Changed by the Net Kotler commends this book . . . you would gain from it.