Managing customer value: one stage at a time
Auteur :
Soman, Dilip / N-marandi, Sara
Éditeur :
World Scientific Publishing Co Pte Ltd
ISBN :
9789812838278
Date de publication :
21 oct. 2009
Langue :
Anglais
Pays d'origine :
Singapour
Introduces the key marketing principles that govern the interactions between consumers and the goods and services being offered to them, to show how these principles can be used to gain a deeper understanding of the consumer's decision-making cycle, and to apply this knowledge in developing micro-marketing tactics.