Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
01.04.2003
Verlag
Macmillan Education EltSeitenzahl
584
Maße (L/B/H)
24/15.2/3.1 cm
Gewicht
856 g
Auflage
2003
Sprache
Englisch
ISBN
978-0-333-99437-5
Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
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