Strategy and Process in Marketing: A European Perspective - Couverture rigide

Murray, John A.

 
9780131821637: Strategy and Process in Marketing: A European Perspective
Couverture rigide
ISBN 10 : 0131821636 ISBN 13 : 9780131821637
Editeur : Prentice Hall, 1996

Synopsis

Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.

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

Éditeur
Prentice Hall
Date d'édition
1996
Langue
anglais
ISBN 10 
0131821636
ISBN 13 
9780131821637
Reliure
Relié
Nombre de pages
520
Coordonnées du fabricant
non disponible
Personne responsable
non disponible