Marketing Creating Value for Customers (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Hardcover

Churchill, Gilbert; Peter, J. Paul

9780256228779: Marketing Creating Value for Customers (MCGRAW HILL/IRWIN SERIES IN MARKETING)

Hardcover

ISBN 10: 0256228779 ISBN 13: 9780256228779

Publisher: McGraw-Hill Education, 1997

Churchill and Peter are two of the most respected educators and researchers in the marketing discipline. Their text has a strong theme of customer value, and offers coverage of the most current topics: relationship marketing, technology, IMC, global marketing, services, and small businesses (through extensive examples). This concise text is less than 600 pages and is completely updated with all references from 1996 or later. The extensive supplements package was thoroughly revised, updated, and reviewed by at least 3 marketing instructors to ensure quality.

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About the Author:

Gilbert A. Churchill, Jr. is one of the top 5 marketing educators in the world! He is well-known for his research, consulting, textbooks, and teaching. He received his DBA from Indiana University in 1966 and then joined University of Wisconsin. He is the recipient of numerous awards for research and education, including several of the most prestigious lifetime achievement awards in the field.

Synopsis:

The customer value theme is integrated throughout this text and marketing communications, services marketing, global marketing and relationship marketing are all explored. The book also covers technology and the Internet, with Internet exercises and company web addresses.

"About this title" may belong to another edition of this title.