01637    a2200181   4500020001500000020001800015082001000033100002300043245008300066250001200149260003600161300002100197500001500218500001500233520103800248856008201286856008701368  a013234923X  a978013234923904a658.81 aCespedes, Frank V.10aManaging marketing linkages :btext, cases, and readings /cFrank V. Cespedes.  a1st ed.  a[S.l.] :bPrentice Hall,c1995.  a403 p. ;c23 cm.  aFacsimile.  aPaperback.  aFor courses in Marketing Management, Introductory or Advanced Sales Management, Marketing Strategy, Competitive Strategy. Unlike other text/casebooks that focus either on product management OR sales management OR service operations in isolation from the other activities, this extensive exploration of marketing linkages provides a detailed look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard texts mention, but then slide over -- the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships. It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.403Amazon.comuhttp://www.amazon.com/exec/obidos/ASIN/013234923X/chopaconline-20403Amazon customer reviewsuhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=013234923X