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The Economist Improving Marketing Effectiveness: The Methods and Tools That Work Best

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Title: The Economist Improving Marketing Effectiveness: The Methods and Tools That Work Best
Author: Robert Shaw
ISBN: 1861970544 / 9781861970541
Format: Hard Cover
Pages: 244
Publisher: FT PITMAN PUBLISHING
Year: 1998
Availability: In Stock
     
 
  • Contents

Acknowledgements

Chapter 1 : Introduction : Time for Fresh Thinking

Part 1 : Modern Myths
Chapter 2 : Quality
Chapter 3 : Customer Satisfaction and Loyalty
Chapter 4 : Innovation
Chapter 5 : Value
Chapter 6 : Information Technology

Part 2 : A New Approach to Marketing
Chapter 7 : Marketing Measurement Frameworks
Chpater 8 : Implementing A New Marketing Strategy

Part 3 : Marketing Tools
Chpater 9 : Tools and Ground Rules

Appendices

 
 
 
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