New Marketing Practice

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.