Marketing in Perspective (RLE Marketing)

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

Specificaties

Gebonden, 252 blz. | Engels

Taylor & Francis | 1e druk, 2014

ISBN13: 9781138787636

Rubricering

Juridisch :

Taylor & Francis 1e druk, 2014 9781138787636

Onderdeel van serie Routledge Library Editions: Marketing

195,08

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Samenvatting

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.