Marketing management a customer-oriented approach - Clow, Kenneth E.; Baack, Donald (Thousand Oaks, Calif. Sage, 2010)
The nature of marketing management -- Market analysis -- Scooping up success -- Data warehousing : majestic mountain ski resort -- Building a customer-oriented marketing department : the new boss -- Customer acquisition strategies and tactics : lenscrafters -- Pricing : that's how the cookie crumbles -- Advertising, alternative, and direct marketing : wild West rodeo -- Sales promotions.
Keywords: Marketing -- Management