Product Description: The goal of marketing activity has now shifted towards a need to seek and forge long-term and profitable relationships with targeted customers. This new text reflects this growing trend and explains international marketing within this context...read more (view table of contents, read Amazon.com's description)

Product Description: Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products. This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market...read more (view table of contents, read Amazon.com's description)