Talbott, John <br/><br/>
Introduction to marketing. / 
John Talbott 
 - London :  Pearson,  2010 
 - 495 p. :    ill. ;  25 cm. 
 - .
<br/><br/> Includes index. 
<br/><br/>Contents: Marketing: creating and capturing customer value -- Managing marketing information to gain customer insights -- Avoid the four perils of CRM -- The mismanagement of customer loyalty -- Company and marketing strategy -- Analyzing the marketing environment -- Customer-driven marketing strategy -- Products, services and brands -- New-product development and product life-cycle strategies -- <br/><br/>.  
<br/><br/><label>ISBN: </label>9780558459475 0558459471 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing 
<br/><br/><label>LC Class. No.: </label>HF5415.F84