Principles of Marketing - Couverture souple

Randall, Geoffrey

Couverture souple

ISBN 10 : 1861526687 ISBN 13 : 9781861526687

Editeur : Cengage Learning EMEA, 2001

Synopsis

This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 1861526687
• ISBN 13: 9781861526687
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 384
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible