Items related to Managing Marketing Linkages: Text, Cases, and Readings
Synopsis
Comprised of an introductory chapter, four readings, and twelve diverse case studies, Managing Marketing Linkages, by Frank V. Cespedes explains how external market factors and internal organizational linkages can be developed to maintain profitable customer relationships.
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From the Back Cover
Key Benefit: Unlike other books 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. Key Topics: The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard books 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.
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Managing Marketing Linkages: Text, Cases, and Readings
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Managing Marketing Linkages: Text, Cases, and Readings
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Managing Marketing Linkages - Text, Cases and Readings
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Managing Marketing Linkages
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Managing Marketing Linkages: Text, Cases, and Readings
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Managing Marketing Linkages
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