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.
|Place of Publication||London|
|Number of pages||640|
|Publication status||Published - Jul 2012|
- customer behaviour