Basic Marketing: Principles and Practice - Couverture souple

Cannon, Tom

Couverture souple

ISBN 10 : 0304316733 ISBN 13 : 9780304316731

Editeur : Cengage Learning EMEA, 1992

Synopsis

Updated to accommodate changes that have occurred in recent years, this textbook examines the complex conditions and increasing competition facing businesses, and how traditional marketing techniques are being adapted to suit these more specialized needs. The role of information technology is discussed with reference to its impact on marketing - notably marketing management and marketing information services. The text reflects recent developments, particularly the growing importance of internationalism and the Single European Market, the application of new technologies, the growth of consumerism, environmentalism and the changing role of the state. The fundamental assumption of the book is that the interplay of academic and practical knowledge holds the key to understanding and applying marketing.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 1992
• Langue: anglais
• ISBN 10: 0304316733
• ISBN 13: 9780304316731
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 480
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible