Kellogg on Marketing
- ISBN-10
- 0471054046
- ISBN-13
- 9780471054047
- Category
- Business & Economics
- Pages
- 448
- Language
- English
- Published
- 2001-06-18
- Publisher
- John Wiley & Sons
- Author
- Dawn Iacobucci
Description
These changed assumptions suggest a new metaphor for the marketer, from a hunter to a gardener. Instead of thinking of marketing as hunting for cus- tomers, we need to think of marketing as cultivating relationships with cus- tomers and ...
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