New Marketing Practice

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New Marketing Practice image
ISBN-10:

0140240780

ISBN-13:

9780140240788

Author(s): Mercer,David
Released: Apr 01, 1997
Publisher: Penguin Uk
Format: Paperback, 304 pages

Description:

Marketing is not about telling lies to secure a quick sale - and a lot of dissatisfied customers. The aim of successful marketing should be to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of both the parties involved is met. Building on this fundamental principle, David Mercer examines the powerful theories and practical rules which help managers segment the market, launch new products or brand existing ones, hone their pricing policies, advertise, do deals with competitors and control their public image.

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