TY  - BOOK
AU  - Clow, Kenneth E., author. 
AU  - Baack, Donald, author. 
TI  - Marketing management : : a customer-oriented approach 
SN  - 9781412963121 (Hardback)
AV  - CIR HF 5145.13 C56 2010
U1  - CIR 658.8  20
PY  - 2010///
CY  - Los Angeles : 
PB  - SAGE, 
KW  - Marketing
KW  - Management.
KW  - Management
N1  - Includes bibliographical references and index; Contents
 	Preface	 
Pt. 1	Marketing Foundation	 
Ch. 1	The Nature of Marketing Management	 
Ch. 2	Market Analysis	 
Ch. 3	Data Warehousing	 
Ch. 4	Building a Customer-Oriented Marketing Department	 
Pt. 2	Managing Customer Acquisition	 
Ch. 5	Customer Acquisition Strategies and Tactics	 
Ch. 6	Pricing	 
Ch. 7	Advertising, Alternative and Direct Marketing	 
Ch. 8	Sales Promotions	 
Ch. 9	Personal Selling	 
Pt. 3	Managing Customer Interactions	 
Ch. 10	Internal Communications	 
Ch. 11	External Communications	 
Ch. 12	Distribution and Supply Chain Management	 
Ch. 13	Web Site and Internet Management	 
Pt. 4	Managing Customer Retention	 
Ch. 14	Customer Retention and Recovery	 
Ch. 15	Marketing Control	 
Appendix A	Analyzing a Case	 
Appendix B	Comprehensive Cases	 
 	Notes	 
 	Glossary	 
 	Credits	 
 	Name/Organization Index	 
 	Subject Index
N2  - This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM - all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case
ER  -