Basic Marketing - Student Package - Hardcover
This text presents a comprehensive approach to the principles of marketing and focuses more attention on the importance of competitive advantage in strategic planning. It emphasizes the changing relationships in channels of distribution ranging from co-ordination of logistics efforts among companies, to the increasing conflict between producers and the large retail chains. Topics covered include: how intense competition, both in the US and around the world, is affecting marketing planning and the importance of rapid response in NPD; global issues and ethics, business-to-business and service marketing; relationship marketing; Integrated Marketing Communications (IMC); innovative marketing plans; reshaping, controlling and implementing marketing plans with faster control-related information; TQM, technology and customer services; and the relationships between marketing, operations, finance and IT.
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About the Author:
Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
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- PublisherIrwin Professional Publishing
- Publication date2001
- ISBN 10 0072478551
- ISBN 13 9780072478556
- BindingHardcover
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Basic Marketing - Student Package
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Book Description Condition: Good. Item in good condition and has highlighting/writing on text. Used texts may not contain supplemental items such as CDs, info-trac etc. Seller Inventory # 00036700534
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