by Robert W. Palmatier
Publisher: Marketing Science Institute 2008
Number of pages: 172
Explores the theoretical underpinnings of relationship marketing and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics.
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by Olujimi Kayode - Bookboon
A basic textbook from which the reader could learn the fundamentals of communication as it is applied to marketing. The most important concepts that underpin the strategy of effective marketing communications are identified and explained.
by John Burnett - The Global Text Project
This text introduces students to the marketing strategies and tools that practitioners use to market their products. The author of this book defines and explains the various marketing areas and their comparative strengths and weaknesses.
by Andrew Whalley - BookBoon
Contents: So what is marketing? What can be marketed? Marketing's role in the business; Segmentation, Targeting and Positioning; Branding; The Marketing Mix; Product Management; Marketing Communications or Integrated Marketing Communications; etc.
by Varinder Taprial, Priya Kanwar - BookBoon
Google offers many useful products and features that span from its advanced web search applications to working on the cloud and social networking services. This book demonstrates the wide scope of Google products beyond the simple search.