Managing Marketing Linkages: Text, Cases, and Readings

This book provides a comprehensive exploration of marketing linkages, offering insights into how external market factors and internal organizational linkages can be developed to maintain profitable customer relationships.

With an introductory chapter, four readings, and 12 diverse case studies, the book offers a detailed look at the intertwined product, sales, and service tasks in various business settings.

Unlike other text/casebooks that focus on one aspect of marketing in isolation, this book provides a holistic approach to managing marketing linkages, revealing the wider organizational implications in areas such as strategy development and tactical sales management issues.

The product name is Managing Marketing Linkages, and it is an essential resource for businesses looking to develop and maintain profitable customer relationships.