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Marketing is Business
Insights for the 21st Century
Walter E. Vieira
Marketing is Business : Walter E. Vieira : Vision Books : Book (ISBN: 8170945178)
Pages: 268
Price: Rs. 395
Format: Paperback
ISBN13/10: 9788170945178 / 8170945178
Availability: Yes
Published in 2002
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Here is the professional marketer's guide to what's new,
what's changed, and what hasn't at the dawn of the 21st century.
Overlaying contemporary marketing lessons on proven marketing
knowledge, India's pioneering marketing consultant draws from his
25 years of experience to offer rich insights into the new
concepts and developments, including the Internet. As the
world-renowned marketing guru Philip Kotler says in his foreword
to this book, Walter Vieira is one of those few who have moved
from marketing knowledge to marketing wisdom. It is his wisdom
which he shares in this book with the help of a large number of
real-life cases and examples encompassing the entire canvas of
contemporary marketing:
- Understanding Marketing
- Customer Value — The First C of Marketing
- Cost to the Customer — The Second C of Marketing
- Convenience — The Third C of Marketing
- Communication — The Fourth C of Marketing
- Control of Marketing Operations
- New Techniques in Marketing
- Ethical Issues in Marketing
- Service and Customer Satisfaction
- Strategic Marketing Issues
- A Marketplace Changed by the Net
Kotler commends this book . . . you would gain from it.
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Reviews
 | “Here is a master marketer explaining and illustrating the marketing mind… Walter Vieira is to be commended for this book” —Philip Kotler |
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| “An inspired guide . . . Many of Vieira’s real-life stories are modern parables which embody wise marketing lessons” —Philip Kotler |
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Walter E. Vieira
 Walter E. Vieira is a senior management consultant and was the first Asian to
be elected Chairman of the International Council of Management Consulting
Institutes, an apex world body of thirty-five countries.
Mr Vieira consults internationally and with a focus on strategic marketing,
cross-cultural issues and change management. He is also a business journalist
having published over 700 articles in the business and general press, including
regular columns in some publications.
He has also authored ten books, three of them in collaboration with Prof.
Northcote Parkinson of Parkinson's Law fame.
Walter Vieira is a much sought-after speaker at seminars and conventions across
the world.
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