This textbook stresses the importance and necessity of a customer-oriented approach to marketing. It covers relationship marketing, ISO 9000, database marketing, and the technological developments that have reinvented marketing practice in the 1990s, such as Internet and the World Wide Web. Case studies include rivalries such as Coke versus Pepsi.
| ISBN-13: | 9780070189546 |
| ISBN-10: | 0070189544 |
| Publisher: | McGraw-Hill |
| Publication date: | 1997 |
| Edition description: | 1999 |
| Pages: | 624 |
| Product dimensions: | Height: 10 Inches, Length: 7 Inches, Weight: 7.4075320032 Pounds, Width: 1.44 Inches |
| Author: | Michael J. Etzel, Bruce J. Walker, William J. Stanton |
| Language: | en |
| Binding: | Hardcover |
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