The text introduces the concepts of marketing to businesses and stresses the importance of building relationships with customers. It provides a balanced treatment of theory and practical applications. The authors strive to emphasize that connecting new knowledge with developed knowledge is the essence of learning; and connecting people to knowledge and knowledge to people is the essence of relationships.

Key Features:-

  • Relationship marketing and Learning organization perspectives provide cutting-edge content.
  • Unique treatment of electronic marketing and other forms of direct communication in the One to One M
  • The best treatment of evaluating marketing performance. The book includes integration of ABC account
  • Unique chapters: Weaving Marketing into the Fabric of the Firm; The One to One Media; and Customer R

More Details about Business Marketing - Sie

General Information  
PublisherMcGraw Hill
Publish YearJanuary 2008