Marketing
Subtitle: creating value for customers
By: Gilbert A. Churchill, Jr., J. Paul Peter.
Contributors: Peter, J. Paul.
Publisher: Irwin
Published: 1995
Place of publication: Burr Ridge, Ill
Language: eng
Number of pages: 703
Subjects: Marketing.
Description: This text considers, among many others, issues of quality and customer value, diversity (in terms of both markets and marketeers), globalization, teamwork and employee empowerment, ethics, and current developments in marketing such as: relationship marketing, direct marketing including home television shopping, strategic alliances and strategic channel alliances, network organizations, virtual corporations, green marketing, marketing decision support systems, the agreements concluded under the Uruguay round of the GATT talks and the North American Free Trade Agreement, nonbusiness marketing, and marketing of services.
Notes: Includes bibliographical references (p. 655-674) and indexes.