Principles of Marketing

Autori

• Geoffrey Randall

Parametri

• 328 pagine
• 12 ore di lettura

• Pubblicità vintage

Maggiori informazioni sul libro

The second edition of this introductory marketing text blends academic rigor with an accessible style, offering a thorough overview of both traditional and contemporary marketing concepts. It explores the evolution from transactional to relational marketing, emphasizing one-to-one strategies and mass customization. New chapters address e-commerce and branding, while additional content covers marketing ethics, knowledge management, environmental marketing, and financial aspects within services marketing, ensuring a comprehensive understanding of the field's current landscape.

Lingua: Inglese

Pubblicato: 2001

(In brossura)