Synopsis
Debunking the idea that marketing has to be complicated, this book introduces the issues underlying marketing concepts and strategies. This newly revised edition includes material on competitive advantage, competitive strategies, customer service, product management, relationship management, and new media. Also addressed is the relationship between marketing, pricing, distribution, and communications. Integrating theory with practical tips, the book also covers the use of the Internet in marketing.
"synopsis" may belong to another edition of this title.
About the Author
Leyland F. Pitt is a professor of marketing in the school of marketing at Curtin University of Technology in Australia and an adjunct professor of marketing at Kingston Business School in the United Kingdom, the University of Vienna, and Ecole Nationale Ponts et
"About this title" may belong to another edition of this title.
