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Verkaufsrang4inMarketing
BuchGebunden
840 Seiten
Englisch
The classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: * A structure designed specifically to fit the way the course is taught in Europe.* Fresh European examples which make students feel at home....mehr
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Produktinformationen

InhaltThe classic Marketing Management is an undisputed global best-seller - an encyclopedia of marketing considered by many as the authoritative book on the subject. This third European edition keeps the accessibility, theoretical rigour and managerial relevance - the heart of the book - and adds: * A structure designed specifically to fit the way the course is taught in Europe.* Fresh European examples which make students feel at home.* The inclusion of the work of prominent European academics. * A focus on the digital challenges for marketers.* An emphasis on the importance of creative thinking and its contribution to marketing practice.* New in-depth case studies, each of which integrates one of the major parts in the book. This textbook covers admirably the wide range of concepts and issues and accurately reflects the fast-moving pace of marketing in the modern world, examining traditional aspects of marketing and blending them with modern and future concepts. A key text for both undergraduate and postgraduate marketing programmes.
Details
ISBN/GTIN978-1-292-24844-8
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2019
Erscheinungsdatum04.07.2019
Seiten840 Seiten
SpracheEnglisch
MasseBreite 220 mm, Höhe 284 mm, Dicke 38 mm
Gewicht1938 g
Artikel-Nr.35152092
Rubriken
KategorieMarketing

Kritiken und Kommentare

InhaltsverzeichnisPreface Acknowledgements Publisher's acknowledgements PART 1 Understanding Marketing Management Chapter 1 Defining marketing for the new realities Chapter 2 Understanding marketing management within a global context Chapter 3 Developing marketing strategies and plans Chapter 4 Managing digital technology in marketing PART 2 Capturing Marketing Insights Chapter 5 The changing ...mehr

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