Marketing in the 21st Century.
Title:
Marketing in the 21st Century.
Author:
Group, Emerald.
ISBN:
9781846632907
Personal Author:
Physical Description:
1 online resource (39 pages)
Contents:
Cover -- Introduction -- Corporate taxonomies can open up the big picture -- Creating "insatiable demand" - leverage the demand chain to expand your customer base and your revenue -- Creating the brand-driven business: it's the CEO who must lead the way -- Data strategy: a critical component of marketing success -- Marketing failed us again -- Seven ways to hold fast to your customers -- Understanding brand's value: advancing brand equity tracking to brand equity management -- Why "sales force effectiveness" isn't.
Abstract:
Back in the 1960s, a marketing revolution took place. Primarily driven by the introduction of the television into millions of homes across America and Europe, companies quickly began to realize the potential of this new medium for selling products. On the back of this, marketing became extremely influential - a ''wunderkind driving corporate strategy and growth'' according to 3M marketing director Allan J.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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