Foundations of marketing

Macmillan
Foundations of marketing
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This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand. Groucutt`s passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework. Concise, affordable and comprehensive in content - this text is a must for all introductory marketing courses.

Szczegóły

  • Rok wydania: 2007
  • Format: 19x24.5 cm
  • Oprawa: oprawa broszurowa
  • Tytuł: Foundations of marketing
    Autor: Jonathan Groucutt
    Wydawnictwo: Macmillan
    Kod paskowy: 9781403903273
    ISBN: 1403903271
    Rok wydania: 2007
    Ilość stron: 400
    Format: 19x24.5 cm
    Oprawa: oprawa broszurowa
    Waga: 0.836 kg

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