Competitive rationality, the marketing concept and marketing strategy [electronic resource] / Leyland Pitt.
Material type:![Film](/opac-tmpl/lib/famfamfam/VM.png)
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.
Access restricted to subscribers.
Mode of access: World Wide Web.