Dartnell Marketing Manager's Handbook

DARTNELL'S MARKETING MANAGER'S HANDBOOK, 3RD EDITION features material from more than 100 marketing experts. More than 70 chapters cover every key aspect of marketing, including chapters on quality, the marketing of services, ethics, global marketing, & database marketing. Chapter topics include: obtaining mmarketing research, or competitor intelligence, predicting market response; determining a marketing strategy; avoiding product cannibalism; marketing to consumers, business-to-business, or retail markets; non-profits; developing an effective customer service strategy; achieving brand dominance through customer learning; and more. This indispensable handbook is brimming with such valuable information on every aspect of marketing, you'll come to think of it as a practical encyclopedia of marketing.Levy, Sidney J. is the author of 'Dartnell Marketing Manager's Handbook', published 1994 under ISBN 9780850132038 and ISBN 0850132037.