Suitable for introductory MBA Marketing courses, this text provides an introduction to the role of marketing in the corporation - both at the level of the firm and the marketing function. it focuses on what the prospective manager needs to know about developing marketing strategy and managing the marketing process.The challenge for the services firm is to strengthen the bond between customer and the firm. Among techniques that can be employed include improving or increasing direct company communications with customers, ... For example, Merrill Lynch (ML) has progressively shifted retail broker compensation away from commission on trades to assets under management. ... Hart argues that a good service guarantee should be unconditional, easy and painless to invoke, and easy and quickanbsp;...
|Title||:||Marketing Management in the 21st Century|
|Author||:||Noel Capon, James M. Hulbert|