an interdisciplinary approach to solving complex ... organizational problems.
P Koku
[Place of publication not identified]
Palgrave Macmillan
2016
1. Theory of the firm 2. The Customer Lifetime Value 3. Strategic Marketing Plan 4. Signaling in Marketing 5. New Product Introduction 6. Sales force Compensation and Management 7. Marketing Communication 8. Advertising 9. Pricing and Sales Promotion 10. Marketing Mistakes and Their Impact on the Firm Cases