Improving Marketing Effectiveness : the methods and tools that work best. / Robert Shaw.

By: Material type: TextTextSeries: The Economist booksPublication details: Hyderabad Profile Books 1998Description: vii, 244 pages : illustrations ; 23 cmISBN:
  • 9788161970544
Subject(s): DDC classification:
  • 658.8 SHA
Contents:
1. Introduction: time for fresh thinking -- Pt. 1. Modern Myths -- 2. Quality -- 3. Customer satisfaction and loyalty -- 4. Innovation -- 5. Value -- 6. Informational technology -- Pt. 2. A New Approach to Marketing -- 7. Marketing measurement frameworks -- 8. Implementing and new marketing strategy -- Pt. 3. Marketing Tools -- 9. Tools and ground rules.
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"Improving marketing effectiveness : the methods and tools that work best."--Cover.

1. Introduction: time for fresh thinking --
Pt. 1. Modern Myths --
2. Quality --
3. Customer satisfaction and loyalty --
4. Innovation --
5. Value --
6. Informational technology --
Pt. 2. A New Approach to Marketing --
7. Marketing measurement frameworks --
8. Implementing and new marketing strategy --
Pt. 3. Marketing Tools --
9. Tools and ground rules.

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