Implement a winning marketing strategy

Management Research News

Volumn 21, Issue 6, 1998, Pages 10-16

  Dobbins, R ^a   Pettman, B O ^a  

^a NONE

Author keywords

Customer requirements; Customer satisfaction; Marketing

Indexed keywords

EID: 84927522209     PISSN: 01409174     EISSN: None     Source Type: Journal    
DOI: 10.1108/01409179810781356     Document Type: Article

References (13)

1. Christopher, M., A. Payne, and D. Ballantyne, Relationship Marketing: Bringing quality, customer service and marketing together, Oxford: Butterworth/Heinemann, 1991.
2. Clutterbuck, D. and S. Kernaghan, Making Customers Count: A Guide to Excellence in Customer Care, London: Mercury, 1991.
3. Cannon, T., Basic Marketing: Principles and Practice, London: Cassell, 1995.
4. Hanna, N. and R. Dodge, Pricing: Policies and Procedures, Basingstoke: Macmillan, 1995.
5. Hill, N., Handbook of Customer Satisfaction Measurement, Aldershot: Gower, 1997.
6. Robinson, N., Marketing Toolkit, London: Mercury, 1991.
7. Plowman, B., High Value, Low Cost: How to Create Prof itable Customer Delight, London: Pitman, 1994.
8. Baker, M.J., (ed.), Perspectives on Marketing Management, Volume 3, Chichester: John Wiley, 1993.
9. Wilson, J.R., Word-of-Mouth Marketing, Chichester: John Wiley, 1991.
10. McDonald, M., and I. Dunbar, Market Segmentation: A Step-by-Step Approach to Creating Profitable Market Segments, Basingstoke: Macmillan, 1995.
11. Statt, D.A., Understanding the Customer: A Psychological Approach, Basingstoke: Macmillan, 1997.
12. Dobbins, R., and B.O. Pettman, “Think Creatively,” Equal Opportunities International, Vol. 16, No. 1, 1997, pp. 8-22.
13. Foster, T.R.V., 101 Ways to Get More Business, London: Kogan Page, 1992.