Marketing Management & Information Tech by Keith Fletcher

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Marketing Management & Information Tech by Keith Fletcher

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Summary

This work explains marketing concepts and techniques and examines the current and potential impact of IT on marketing management. This edition reflects technological changes and covers database marketing. Case histories highlight the benefits and pitfalls of the use of IT in marketing.

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Marketing Management & Information Tech by Keith Fletcher

This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing.

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SKU Unavailable
ISBN 13 9780131844827
ISBN 10 0131844822
Title Marketing Management & Information Tech
Author Keith Fletcher
Condition Unavailable
Binding Type Paperback
Publisher Pearson Education (US)
Year published 1995-06-30
Number of pages 424
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable