Marketing: relacionamentos, qualidade, valor
- ISBN-10
- 8521611722
- ISBN-13
- 9788521611721
- Series
- Marketing
- Pages
- 468
- Language
- Portuguese
- Published
- 1999
- Authors
- William G. Nickels, Marian Burk Wood
Description
Este livro concentra-se em uma abordagem centrada no cliente, na construção de relacionamentos de troca - não apenas com os clientes mas também com fornecedores, distribuidores, empregados e outros grupos de interesse. Apresenta aos estudantes uma variedade mais ampla de organizações. Existe um número muito maior de exemplos de pequenas empresas e muitos de empresas de outros países. Este livro define o marketing como o processo de estabelecer e manter relacionamentos de troca mutuamente benéficos com clientes e outros grupos de interesse.
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