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Essential readings in marketing

Author: McAlister, Leigh ; Bolton, Ruth N. ; Rizley, RossPublisher: Marketing Science Institute, 2006.Language: EnglishDescription: 196 p. ; 26 cm.ISBN: 0965711455Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5410 .M33 2006
(Browse shelf)
900203635
Available 900203635
Book Europe Campus
Main Collection
Print HF5410 .M33 2006
(Browse shelf)
001173602
Available 001173602
Book Middle East Campus
Main Collection
Print HF5410 .M33 2006
(Browse shelf)
500009268
Available 500009268
Total holds: 0

Includes bibliographical references and index

Digitized

Essential Readings in Marketing Contents Introduction Toward a Common Knowledge Base 1 1 2 3 4 5 6 7 8 9 New Products, Growth, and Innovation Branding and Brand Equity Metrics Linking Marketing to Financial Performance Managing Relationships with Customers and Organizations The Role of Marketing Research Tools Marketing Mix Customer Insight Strategy 7 25 35 47 63 81 105 141 165

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