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Textbook

Strategic Marketing: In the Customer Driven Organization

ISBN: 978-0-470-84985-9
Paperback
312 pages
June 2003, ©2003
List Price: US $70.95
Government Price: US $47.32
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This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.

Very few competing texts in the academic arena focus directly on the customer. Many follow the old -fashioned marketing mix approach based on the four Ps or give little emphasis to the wider context of marketing. This book, however, is truly customer focused with a unique emphasis on the three reasons for the existence of the firm - to provide, communicate and deliver value.

In today's fast moving environment, marketing is one of the most, if not the most important functions of any successful organization. Students will learn in this book how to analyzing the customer base and strive to meet and excel customer expectations more effectively than the competition.

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