000			01730 a2200217 4500
020			_a013234923X
020			_a9780132349239
082	0	4	_a658.8
090			_c2071 _d2071
100	1		_aCespedes, Frank V.
245	1	0	_aManaging marketing linkages : _btext, cases, and readings / _cFrank V. Cespedes.
250			_a1st ed.
260			_a[S.l.] : _bPrentice Hall, _c1995.
300			_a403 p. ; _c23 cm.
500			_aFacsimile.
500			_aPaperback.
520			_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.
856	4	0	_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/013234923X/chopaconline-20
856	4	0	_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=013234923X
942			_aNBS _cBK _k658.8 CES
999			_c344574 _d344574