The Marketing Book - Couverture souple

Couverture souple

ISBN 10 : 0750641142 ISBN 13 : 9780750641142

Editeur : Butterworth-Heinemann Ltd, 1999

Synopsis

This revised fourth edition has several rewritten chapters reflecting current trends and serves as a reference work and textbook for both students and practitioners. It explains the nature of the marketing function, its managerial application and its contribution to corporate success.

A propos du livre

Présentation de l'éditeur

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice.

Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 1999
• Langue: anglais
• ISBN 10: 0750641142
• ISBN 13: 9780750641142
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 718
• Éditeur: Baker Michael J.
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible