Marketing management /
Emphasize the many aspects of marketing. Four key dimensions of holistic marketing are woven throughout the text: Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing-ensuring that multiple means of cre...
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Boston :
Pearson,
[2016]
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| Edition: | 15 [edition]. |
| Subjects: |
| Summary: | Emphasize the many aspects of marketing. Four key dimensions of holistic marketing are woven throughout the text: Internal marketing-ensuring everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing-ensuring that multiple means of creating, delivering, and communicating value are employed and combined in the best way. Relationship marketing-having rich, multifaceted relationships with customers, channel members, and other marketing partners. Performance marketing-understanding returns to the business from marketing activities and programs, as well as addressing broader concerns and their legal, ethical, social, and environmental effects. |
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| Physical Description: | xxii, 692 pages, 118 variously numbered pages : color illustrations ; 29 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780133856460 0133856461 |