Marketing

An Introduction

Autori

• Gary Armstrong
• Philip Kotler

Parametri

• 684 pagine
• 24 ore di lettura

• Economia e affari
• Libri di testo
• Manuali e guide
• Motivazione e auto-aiuto
• Saggistica

Maggiori informazioni sul libro

Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.

Lingua: Inglese

Pubblicato: 2003

(In brossura)