Recomendar este libro

Imprimir ficha del artículo

Comentarios (0)

Contenido

In Big M, little m, author David Ketchum outlines a two-pronged marketing approach that identifies customers needs and meets them (Big M), while providing the tactics (little m), such as advertising, promotions, public relations, online, and direct mail, to meet those needs. The book includes fascinating case studies that illustrate the spectacular successes and equally spectacular failures of those companies that didn't match Big M with little m in their marketing approaches. Not only does the book offer a unique practitioner and consultant's view, it also details how marketing excellence can transcend such entrenched interests as existing distribution networks, family relationships, and government regulations. Presented in an attractive format, Big M, little m is also lavishly illustrated with TV advertisements, posters, and online marketing tools.

Detalles del artículo

• Páginas : 280
• Editorial : John Wiley & Sons
• Idioma : Inglés
• Fecha de Publicación : 01/01/2002
• ISBN: 9780471479239
• Encuadernación : Cartoné
• Nº Volúmenes : 1
• País de Publicación : Reino Unido (INGLATERRA)
• Lugar de Publicación : West Sussex