The portable MBA in marketing
By: Charles D. Schewe, Alexander Watson Hiam.
Contributors: Hiam, Alexander.
Edition: 2nd ed.
Series: The portable MBA series
Publisher: Wiley
Published: 1998
Place of publication: New York
Language: eng
Number of pages: 497
Subjects: Marketing -- Management
Description: This tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers.

It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including new negotiation skills for salespeople; current marketing strategies; innovative approaches to qualitative research that deepen your understanding of your customers; and hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet.
Notes: Includes bibliographical references (p. 475-477) and index.
Rev. ed. of: The portable MBA in marketing / Alexander Hiam. c1992.