MARKETING

This book describes what modern marketing is and how it is carried out in business firms and other types of organizations. It also discusses the role marketing plays in influencing the innovative efforts of business firms. The point of view expressed in this book is that the most successful business...

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Bibliographic Details
Main Author: Myers, James H. (Author)
Format: Manuscript Book
Language:English
Published: Singapoe McGraw-Hill 1986
©1986
Edition:International edition
Series:series
Subjects:
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Summary:This book describes what modern marketing is and how it is carried out in business firms and other types of organizations. It also discusses the role marketing plays in influencing the innovative efforts of business firms. The point of view expressed in this book is that the most successful business firms over the long term are those that are relentlessly preoccupied with finding the right customers and then serving the needs of these customers well.
Physical Description:xx, 597 pages illustrations 24 cm
Bibliography:Includes bibliograpical indexes
ISBN:0071005765