000			02578nam a22002897a 4500
003			OSt
005			20231007023615.0
008			210129b ||||| |||| 00| 0 eng d
020			_a9781412963121 (Hardback)
040			_aCvSU-CCAT Campus Library. _bEnglish _cCvSU-CCAT Campus Library _erda.
050			_aCIR HF 5145.13 _bC56 2010
082			_aCIR 658.8 _bC626m 2010 _220
100			_aClow, Kenneth E., author. _91486
245			_aMarketing management : _ba customer-oriented approach / _cKenneth E. Clow and Donald Baack.
260			_aLos Angeles : _bSAGE, _cc2010.
300			_axxviii, 537 pages : _bcolor illustrations ; _c29 cm
504			_aIncludes bibliographical references and index.
505			_aContents 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
520			_aThis 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.
546			_aIn English text.
650			_aMarketing _vManagement. _91384
650			_aMarketing _9128
650			_aManagement. _9130
700			_aBaack, Donald, author. _91487
942			_cBK _hHF 5145.13 C56 2010 _kCIR _2lcc
999			_c484 _d484