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Inhaltsangabe
The role that marketing plays in guiding corporate strategy is crucial and yet it is still the weak link for so many companies in the process that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.
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The role that marketing plays in guiding corporate strategy is crucial and yet it is still the weak link for so many companies in the process that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.
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Zustand: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. Dust jacket in fair condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,750grams, ISBN:9780333625866. Bestandsnummer des Verkäufers 9480567
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