Introduction to marketing theory and practice
This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art.Current developments in the Internet are reflected in the...
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| Language: | Undetermined English |
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Oxford,New York
Oxford University Press
2009
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| Institutions: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| Summary: | This book tries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the interplay between marketing as a science and as a creative art.Current developments in the Internet are reflected in the case studies and vignettes in each chapter, and the growing recognition of the social responsibilities of marketing is stressed throughout the book. The book has been divided into fourteen chapters arranged in four parts. In the real world, however, marketing cannot be neatly compartmentalised in this way. With a holistic vision, it will be seen that any change in one aspect of marketing is likely to have consequences on other aspects |
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| Physical Description: | xxiii, 551 p. ill. 25 cm |
| ISBN: | 0199557446 9780199557448 |