Marketing

Analysis and strategy

Autori

• Richard Kürzinger

Parametri

• Economia e affari
• Libri di testo

Maggiori informazioni sul libro

For the 15th edition of Marketing - Analysis and Strategy, Richard Kühn and his new co-author Urs Fuhrer have extensively revised this textbook and updated numerous examples, checklists and work sheets. Two comprehensive examples were added to Attachment I and II for the purpose of illustrating the marketing analysis as well as for determining the marketing mix concept. In addition to that, Chapter 1 was supplemented by a sub-chapter, which further describes the marketing term and the explanations of the problem diagnosis in Chapter 4 were revised. As with previous editions, an extensive Glossary of core terms complements this proven textbook.

Lingua: Inglese

Pubblicato: 2017