TY  - BOOK
AU  - Shaw, Robert
TI  - Improving Marketing Effectiveness: the methods and tools that work best. 
SN  - 9788161970544
U1  - 658.8 
PY  - 1998///
CY  - Hyderabad
PB  - Profile Books
KW  - Customers satisfaction
N1  - "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
ER  -