Marketing Management

b' This worldwide best-selling book highlights the most recent trends and\ndevelopments in global marketing-with an emphasis on the importance of teamwork\nbetween marketing and all the other functions of the business. It introduces new\nperspectives in successful strategic market planning, and presents additional\ncompany examples of creative, market-focused, and customer-driven action.\nCoverage includes a focus on customer relationship management, partner\nrelationship management, the Internet and its effects and uses, brand building\nand brand asset management, alternative go-to-market channels, and marketing\naround the globe. Chapter topics discuss building customer satisfaction,\nmarket-oriented strategic planning, analyzing consumer markets and buyer\nbehavior, dealing with the competition, designing pricing strategies and\nprograms, and managing the '