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Synopsis
Marketing is not about telling lies to secure a quick sale - and a lot of dissatisfied customers. The aim of successful marketing should be to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of both the parties involved is met. Building on this fundamental principle, David Mercer examines the powerful theories and practical rules which help managers segment the market, launch new products or brand existing ones, hone their pricing policies, advertise, do deals with competitors and control their public image.
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About the Author
David Mercer now teaches Business Studies at the Open University.
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- PublisherPenguin Uk
- Publication date1997
- ISBN 10 0140240780
- ISBN 13 9780140240788
- BindingPaperback
- LanguageEnglish
- Number of pages304
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New Marketing Practice (Penguin Business)
Seller: Wonder Book, Frederick, MD, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Good condition. A copy that has been read but remains intact. May contain markings such as bookplates, stamps, limited notes and highlighting, or a few light stains. Seller Inventory # V10I-00457
Quantity: 1 available