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Anotace knihy

This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.

Parametry knihy

• Plný název: Principles of Marketing
• Autor: Geoffrey Randall
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 328
• EAN: 9781861526687
• ISBN: 1861526687
• ID: 12467509
• Nakladatelství: Cornelsen
• Hmotnost: 544 g
• Rozměry: 247 × 188 × 15 mm
• Datum vydání: June 2001

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