Abstract
Introduces the leading marketing thinking on how customer value is the driving force behind every marketing strategy. The book's strength lies in the many international practical examples and real-world cases. Special attention to customer relationships, the creation of value and brand equity reflects well today's marketing requirements. A focus on the ever-increasing importance of new technologies makes this book invaluable for business schools – in the UK and abroad.
| Original language | English |
|---|---|
| Place of Publication | London |
| Number of pages | 640 |
| Edition | 2nd |
| Publication status | Published - Jul 2012 |
Keywords
- marketing
- customer behaviour