9780077174149: Principles and Practice of Marketing
Couverture souple
ISBN 10 : 0077174143 ISBN 13 : 9780077174149
Editeur : McGraw-Hill Inc.,US, 2016

Synopsis

The fully updated eighth edition of 'Principles and Practice of Marketing' continues to provide a contemporary and modern introduction to marketing. With a renewed focus that covers the importance of customer value alongside the 4P's, this authoritative text provides students with a core understanding of the wider content and latest approaches taking place within marketing. A range of exciting new resources and international examples bring marketing to life. Key New Features Include: a brand new chapter on 'Relationship Marketing' Brand new 'Marketing in Action' and 'Mini Cases'; newly updated structure to focus on the importance of Customer Value; fully revised and updated pedagogy including: refocused recommended readings at the end of each chapter allowing you to expand your knowledge; and, new Ad insight boxes including active QR codes to keep you up-to-date with the latest Marketing campaigns and examples.

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À propos de l'auteur

David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
McGraw-Hill Inc.,US
Date d'édition
2016
Langue
anglais
ISBN 10 
0077174143
ISBN 13 
9780077174149
Reliure
Broché
Nombre de pages
960
Coordonnées du fabricant
non disponible
Personne responsable
Buchpark GmbH
gpsr@buchpark.de

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