by Robert W. Palmatier
Publisher: Marketing Science Institute 2008
Number of pages: 172
Explores the theoretical underpinnings of relationship marketing and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics.
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by Andrew Whalley - BookBoon
Contents: So what is marketing? What can be marketed? Marketing's role in the business; Segmentation, Targeting and Positioning; Branding; The Marketing Mix; Product Management; Marketing Communications or Integrated Marketing Communications; etc.
by Steve Weber - Weber Books
No matter what kind of book you've written, its success depends on two things: It must serve a need, and you must find its audience. This book is an amazingly rich collection of cutting-edge promotional tactics and strategies.
by John Burnett - The Global Text Project
This text introduces students to the marketing strategies and tools that practitioners use to market their products. The author of this book defines and explains the various marketing areas and their comparative strengths and weaknesses.
by Jeff Tanner, Mary Anne Raymond - Flat World Knowledge
The book teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout: Service dominant logic, Sustainability, Ethics and social responsibility, Global coverage.