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Cases in marketing management / edited by Kenneth E. Clow, Donald Baack

Contributor(s): Clow, Kenneth E. | Baack, Donald.
Call number: 658.8 C338 Material type: materialTypeLabelBookPublisher: Thousand Oaks, Calif. : Sage, c2012 Description: ix, 523, 19, 2 p. : ill., charts.ISBN: 9781412996037 (pbk.).Subject(s): Marketing -- Management -- Case studies
Contents:
The nature of marketing management -- Market analysis -- Data warehousing -- Building a customer-oriented marketing department -- Customer acquisition strategies and tactics -- Pricing -- Advertising, alternative and direct marketing -- Sales promotions -- Personal selling -- Internal communications -- External communications -- Distribution and supply chain management -- Website and internet management -- Customer retention and recovery -- Marketing control.
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หนังสือทั่วไป CL_General Book 658.8 C338 (Browse shelf) Available 1 1000170870

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