Marketing: A Complete Guide - Couverture souple

McDonald, Malcolm

Couverture souple

ISBN 10 : 033399437X ISBN 13 : 9780333994375

Editeur : Palgrave Macmillan, 2003

Synopsis

Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.

A propos du livre

À propos de l'auteur

MARTIN CHRISTOPHER is Professor of Marketing and Logistics at Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes. He is co-editor of the International Journal of Logistics Management and has numerous recent books on relationship marketing, customer service and logistics strategy. He has been a Visiting Professor at the Universities of British Columbia, New South Wales and South Florida. He is a Fellow of the Chartered Institute of Marketing and the Institute of Logistics and Transport. He has worked as a consultant for major international companies in North America, Europe, the Far East and Australasia.

MALCOLM MCDONALD is Professor of Marketing Strategy at Cranfield School of Management and is Deputy Director of the School with responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Over the past twenty-five years he has run marketing seminars in the UK, Europe, Japan, India, the Far East, Australasia, South America, South Africa, Brazil, China and the USA. He has written thirty three books and published numerous papers. He is a Fellow of the Chartered Institute of Marketing.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 033399437X
• ISBN 13: 9780333994375
• Reliure: Broché
• Nombre de pages: 584
• Coordonnées du fabricant: non disponible
• Personne responsable: Koch-Chemie GmbH; https://www.koch-chemie.com; ; Einsteinstr. 42; Unna; 59423; Allemagne