HUDU

Principles of Marketing

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kartoniert
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Juni 2001

Beschreibung

Beschreibung

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.
EAN: 9781861526687
ISBN: 1861526687
Untertitel: Revised. Sprache: Englisch.
Verlag: CENGAGE LEARNING
Erscheinungsdatum: Juni 2001
Seitenanzahl: 328 Seiten
Format: kartoniert
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