"Value-added marketing" is a new, proactive approach to marketing which focuses on the real business issues, such as ensuring superior products and services, rather than on an academic search for unfulfilled market niches. This book challenges classical marketing theory and provides a theoretical framework, guidance and management advice for implementation of this new concept. It should be of interest to marketing directors and managers, marketing practitioners, directors looking for a more effective efficient marketing approach and MBA students.
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Book Description Mcgraw-Hill, 1992. Hardcover. Book Condition: New. New item. Bookseller Inventory # QX-004-95-7862007