Managing Marketing Linkages: Text, Cases, and Readings - Softcover

Cespedes, Frank V.

Softcover

ISBN 10: 013234923X ISBN 13: 9780132349239

Publisher: Pearson, 1995

Synopsis

For courses in Marketing Management, Introductory or Advanced Sales Management, Marketing Strategy, Competitive Strategy.

Unlike other text/casebooks that focus either on product management OR sales management OR service operations in isolation from the other activities, this extensive exploration of marketing linkages provides a detailed look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard texts mention, but then slide over ― the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships. It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.

Edition details

• Publisher: Pearson
• Publication date: 1995
• Language: English
• ISBN 10: 013234923X
• ISBN 13: 9780132349239
• Binding: Paperback
• Number of pages: 403