Bộ môn Marketing: Recent submissions

Now showing items 76-80 of 96

    • Customer relationship management : concept strategy and tools 

      Kumar, V.; Reinartz, Werner (Springer, 2018)
      This book presents an extensive discussion of the strategic and tactical aspects of customer relationship management as we know it today. It helps readers obtain a comprehensive grasp of CRM strategy, concepts and tools ...

    • Marketing strategy : text and cases 

      Ferrell, O.C.; Hartline, Michael D. (Cengage Learning, 2017)
      The book's focus is based on the creative process involved in applying marketing knowledge to developing and implementing marketing strategy. It includes a comprehensive planning framework and myriad examples for effectively ...

    • Managing brand equity : capitalizing on the value of a brand name 

      Aaker, David A. (Free Press, 1991)
      The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; ...

    • The strategy and tactics of pricing : a guide to growing more profitably 

      Nagle, Thomas T.; Müller, Georg (Prentice Hall, 2018)
      "Explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively ...

    • Agency account handling : avoiding blood sweat and tears 

      Sims, Michael (John Wiley & Sons Ltd, 2004)
      This book will help you understand the wider picture of client servicing, give you satisfied customers and allow you to go home at night with a smile on your face. In reality it may not avoid all the 'blood, sweat and ...