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| Publisher | Wiley |
| Publication Year | 1998 |
| ISBN-13 | 9780471193678 |
| ISBN-10 | 9780471193678 |
| Binding | Hardcover |
| Number of Pages | 512 Pages |
| Language | (English) |
| Weight (grms) | 1165 |
| Subject | Marketing & Management |
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.
Charles D. Schewe
Wiley