Managing Marketing Linkages Frank V. Cespedes

ISBN: 9780132349239

Published: December 6th 1995

Paperback

403 pages


Description

Managing Marketing Linkages  by  Frank V. Cespedes

Managing Marketing Linkages by Frank V. Cespedes
December 6th 1995 | Paperback | PDF, EPUB, FB2, DjVu, talking book, mp3, ZIP | 403 pages | ISBN: 9780132349239 | 10.77 Mb

This exploration of marketing linkages provides a look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The introduction, readings, and 12 cases discuss aspects of organization and implementation,MoreThis exploration of marketing linkages provides a look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The introduction, readings, and 12 cases discuss aspects of organization and implementation, the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships.

It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.



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