Principles of Marketing

Autor*innen

• Geoffrey Randall

Parameter

• 328 Seiten
• 12 Lesestunden

• Alte Werbung

Mehr zum Buch

The second edition of this introductory marketing text blends academic rigor with an accessible style, offering a thorough overview of both traditional and contemporary marketing concepts. It explores the evolution from transactional to relational marketing, emphasizing one-to-one strategies and mass customization. New chapters address e-commerce and branding, while additional content covers marketing ethics, knowledge management, environmental marketing, and financial aspects within services marketing, ensuring a comprehensive understanding of the field's current landscape.

• Sprache: Englisch
• Erscheinungsdatum: 2001
• Einband: Paperback