Marketing: connecting with customers

By - Harrell, Gilbert D.

Floor - Floor 2

Published - Upper Saddle River, NJ : Prentice Hall, c1999.

ISBN 10 - 0023502517

ISBN 13 - 9780023502514

Book Status - 1 Qnty Available with us.

Subject - Marketing--Management.

Shelf No - 17

Call Number - 658.812 HAR

Physical Description - xix, 552, 2, 18 p. : ill. (some col.) ; 28 cm.

Book Information

For introductory junior/senior-level courses in Principles of Marketing, and courses in basic marketing. This text communicates precisely what today's outstanding marketers do - CONNECT...through technology, through relationships, and with diversity globally and ethically. It provides a contemporary, exciting treatment of marketing that integrates the authors years of teaching, research, and consulting experience with a bias for action and application to real world issues and forces. Introduces relationship marketing early, emphasizing the importance of making solid, lasting connections, both internally (with employees) and externally (with customers). Considers the broad subject of diversity, illustrating how and why today's progressive companies are moving to better understand the similarities and differences among diverse populations. Emphasizes globalization and ethics as supporting themes throughout the text, rather than isolating them in separate chapters.

Open Book