Designed for the popular PowerBook or any large screen Macintosh, this electronic sourcebook contains the text of two Harvard Business School Press books and a glossary of marketing terms. It enables the user to find words or phrases quickly, copy and paste text, move easily between the volumes to explore ideas non-sequentially, add margin comments, highlight text and mark pages. In "Seeking Customers", the authors explore major changes in the process of identifying and attracting profitable customers. "Keeping Customers", the companion volume, illustrates how to re-engineer the complex process of developing and retaining profitable, loyal customers, without sacrificing profits. "Field Guide to Marketing" is a supplementary reference offering definitions of more than 400 marketing terms, including tried and tested marketing methods, philosophies and tools, classic wisdom and important companies and products.
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