EXECUTIVE EDUCATION

Marketing and Sales Management: Responding to Customer Needs

Learning Objectives:

• Define the role marketing plays in business organizations
• Examine the principle components of the marketing mix
• Understand the concept of brand and its impact on customer loyalty

Suggested Readings:

Marketing Management, Philip Kotler, Prentice Hall

Building Strong Brands, David A. Aacker, 1996; New York, The Free Press