Marketing.

Format:

Book

Author/Creator:

Emerald Group Publishing, author, issuing body.

Series:

Strategic Direction, 0258-0543 ; volume 21, number 6.

Strategic Direction, 0258-0543 ; Volume 21, Number 6

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Physical Description:

1 online resource (47 p.)

Edition:

1st ed.

Place of Publication:

[Place of publication not identified] : Emerald, 2005.

Language Note:

English

Summary:

In these times of constantly shrinking budgets and increased competition, a market-driven strategy allows a company to truly understand its market and the customers that are the basis for this market. This effort allows for a more effective integration of all activities that may impact customer value, which in turn affects both return-on-investment and profitability.

Contents:

Contents; Viewpoint The importance of marketing; Selling to China's rich and not so rich Need to go beyond the luxury market; Du Pont and the art of not coming unstuck Lessons learned from a customer-centric approach to business; eBay - if you can't beat it, join it Online giant goes on creating marketplaces; Levi's adaptable standards Knowing where and when one size fits all; Securing customer loyalty Is advocacy the way forward?; McDonald's are ''lovin' it'' Preserving the brand online; B&Q's moves to target female customers Beyond boys' toys

What's in a name? Branding: what it means to you and your customerInternational marketing research The importance of being complex; What's on the web; Abstracts; Suggested reading; Diary

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF title page (ebrary, viewed July 4, 2017).

ISBN:

1-280-50882-5

9786610508822

1-84544-298-9

OCLC:

171128927