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Marketing in Perspective (RLE Marketing)

Über Marketing in Perspective (RLE Marketing)

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 ΓÇô productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods ΓÇô 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.

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  • Sprache:
  • Englisch
  • ISBN:
  • 9781138980471
  • Einband:
  • Taschenbuch
  • Seitenzahl:
  • 252
  • Veröffentlicht:
  • 26. November 2015
  • Abmessungen:
  • 156x234x13 mm.
  • Gewicht:
  • 453 g.
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Beschreibung von Marketing in Perspective (RLE Marketing)

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 ΓÇô productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods ΓÇô 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.

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