Opis: Foundations of marketing - Jonathan Groucutt

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: Foundations of marketing - Jonathan Groucutt

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

Recenzje: Foundations of marketing - Jonathan Groucutt