The most recent trends and developments in global marketing with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning and presents additional company examples of creative, market-focused and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analysing consumer markets and buyer behaviour, dealing with the competition, designing pricing strategies and programmes and managing the sales force. For marketing managers who want to increase their understanding of the major issues of strategic, tactical and administrative marketing along with the opportunities and needs of the marketplace in the years ahead. The book provides materials of interest to Punjab Technical University students.
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