Gábor Rekettye Libri

Value Creation 4.0 is a marketing guide to the age of the fourth industrial revolution ('Industry 4.0'). The cyber age of Industry 4.0 represents radical changes in many industrial sectors, in value creation and customers' value judgements. This title draws attention to the situation which poses new challenges and risks for the whole of humanity. The book takes an essentially practice-oriented approach. It does so even at the expense of theory. Researchers usually like to read deep theories, which appeared in scientific journals. The book intends to highlight the importance of the topic, define its conceptual framework and present its practical applications. The book is therefore primarily recommended for practitioners - product, brand and line managers, and so on. The topics of the book together with the supporting exhibits and cases - which also include international dimensions - provide information for them that can help increase their competitiveness. The book can also be very handy in higher education. Whole courses can be built on it, as the book comprises 4 parts and 14 chapters which can provide the basis for lectures. Each part is illustrated with cases, and some of the more than 30 exhibits could be used for the efficient processing of the material and for further reflection.

Marketing research only entered Hungarian universities and research teams late in the 1960s, and was accelerated by the change in economic system 20 years ago and the expected accession of Hungary to the European Market in 2004. Academics, most in-country, offer a representative cross-section of the main issues being addressed there at the turn of the century. They cover marketing theory, strategic marketing, consumer behavior, marketing methodology, and agri-marketing. There is no index. Distributed in the US by ISBS. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)