Competitive rationality, the marketing concept and marketing strategy [electronic resource] / Leyland Pitt.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Origins and development of management: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (72 min.) : color, sound)Subject(s): Consumer satisfaction | Management | Marketing | Strategic planningOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: Competitive Rationality -- Managing Competitive Advantage as a Process -- Customer Lifetime Value and Customer Equity -- The Marketing Concept -- Is the customer always right? -- Defining the business -- Marketing Strategy: The 4Cs and the 4Ps.
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Mode of access: World Wide Web.