Talbott, John creator text xxu London Pearson 2010 monographic eng

print

495 p. : ill. ; 25 cm. Contents: Marketing: creating and capturing customer value -- Managing marketing information to gain customer insights -- Avoid the four perils of CRM -- The mismanagement of customer loyalty -- Company and marketing strategy -- Analyzing the marketing environment -- Customer-driven marketing strategy -- Products, services and brands -- New-product development and product life-cycle strategies -- . John Talbott Includes index. Marketing HF5415.F84 9780558459475 0558459471 120510 20230313145632.0