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. W ritten 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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- EditorePalgrave Macmillan
- Data di pubblicazione1995
- ISBN 10 0333670779
- ISBN 13 9780333670774
- RilegaturaCopertina rigida
- Numero di pagine256