Marketing in Perspective (RLE Marketing)

Name: Marketing in Perspective (RLE Marketing)
Author: Simon Majaro

Gebonden Engels 2014 1e druk 9781138787636

€ 196,57

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This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.